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[{"key": "dc.contributor.advisor", "value": "Rousi, Rebekah", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Sepp\u00e4nen, Ville", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Lehkonen, Mikko", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-12-20T08:35:28Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-12-20T08:35:28Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/79033", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Videopeliteollisuus on ohittanut elokuvateollisuuden lipputulojen suhteen. Vaikuttaa kuitenkin silt\u00e4, ett\u00e4 t\u00e4t\u00e4 suurta teollisuudenalaa ei olla otettu t\u00e4ysin k\u00e4ytt\u00f6\u00f6n tuotemerkkien mainonnassa videopelien pelaajille. Pelien sis\u00e4lt\u00e4mi\u00e4 mainoksia on ollut olemassa vuosikymmeni\u00e4 tuotemerkkien sijoittelun muodossa, mutta muista mainosmuodoista ja siit\u00e4 miten ne saatetaan ottaa vastaan eri genreiss\u00e4 ei tiedet\u00e4 paljoa. Sen sijaan tutkimus on keskittynyt tuotemerkkien sijoitteluun urheilu ja kilpa-ajo videopeleiss\u00e4. Ottaen huomioon miten jotkin pelien sis\u00e4lt\u00e4m\u00e4t mainokset on otettu vastaan negatiivisesti, on olemassa tarve tiet\u00e4\u00e4 mitk\u00e4 mainosmuodot ovat sopivimmat miss\u00e4kin videopeli genress\u00e4. T\u00e4m\u00e4 tutkimus tutkii asenteita pelien sis\u00e4lt\u00e4m\u00e4\u00e4 mainontaa kohtaan sek\u00e4 vertailee eri mainosmuotoja toisiinsa eri genreiss\u00e4. Tutkimus suoritettiin kahdessa osassa. Kirjallisuuskatsauksessa tarkasteltiin aiempia tutkimuksia. Verkkokyselyss\u00e4 mitattiin asenteita kolmea mainosmuotoa kohtaan sek\u00e4 niiden koettua tunkeutuvuutta (intrusiveness), \u00e4rsytt\u00e4vyytt\u00e4 ja yhdenmukaisuutta. Asenteet pelien sis\u00e4lt\u00e4mien mainosten yleist\u00e4 k\u00e4ytt\u00f6\u00e4 kohtaan olivat negatiivisia. Tutkimuksessa havaittiin eroja asenteissa, tunkeutuvuudessa, \u00e4rsytt\u00e4vyydess\u00e4 ja yhdenmukaisuudessa tuotemerkkien sijoittelun, ohitettavien mainosten ja ohittamattomien mainosten v\u00e4lill\u00e4. Tuotemerkki sijoittelun todettiin olevan parempia kuin ohitettavat ja ohittamattomat mainokset mainoksiin asenteen sek\u00e4 niiden koetun tunkeutuvuuden, \u00e4rsytt\u00e4vyyden ja yhdenmukaisuuden suhteen. Simulaatio-urheilupelit osoittautuivat parhaiksi v\u00e4lineiksi n\u00e4ille kolmelle mainosmuodolle simulaatio-urheilu-, toiminta- ja fantasiapelien joukosta. Sek\u00e4 mainostajien ett\u00e4 pelien kehitt\u00e4jien tulisi olla huolellisia valitessaan mit\u00e4 mainosmuotoja he k\u00e4ytt\u00e4v\u00e4t pelien sis\u00e4lt\u00e4miss\u00e4 mainoksissa ja mihin genreihin ne sijoitetaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The video game industry has overtaken the movie industry in terms of box-office sales. However, it seems that this large industry has not been fully utilized when it comes to advertising brands to video game players. In-game advertisements have existed for decades in the form of brand placements, but little is known of other advertisement formats and how they might be received in different genres. Instead, research has focused on brand placements in sports and racing video games. Considering how some in-game advertisements have been received in a negative manner, there is a need to know, which formats are the most fitting for each genre of video games. This study investigates attitudes toward in-game advertisements and compares different advertisement formats to each other in different genres. The study was conducted in two parts. First there is the literature review where previous research was examined. Second, an online survey was conducted to measure attitudes toward three advertisement formats and to measure their perceived intrusiveness, irritation and congruence. Attitudes to-ward the general practice of in-game advertisements were found to be negative. Differences in attitude, intrusiveness, irritation and congruence between brand placements, skippable advertisements and non-skippable advertisements were discovered. Brand placements were found to be superior to skippable and non-skippable advertisements in terms of attitude toward them and in their perceived intrusiveness, irritation and congruence. Out of simulation sports, action and fantasy games, simulation sports games were found to be the best vehicles for the three advertisement formats. Both advertisers and the developers of games should take care when choosing which advertisement formats they use as in-game advertisements and into which genres they are placed.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2021-12-20T08:35:28Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-12-20T08:35:28Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "129", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "in-game advertisement", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "advertisement format", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "video game genre", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "intrusiveness", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "congruence", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Attitudes toward in-game advertisements : comparisons between brand placements, skippable advertisements and non-skippable advertisements", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202112206016", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "restrictedAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "videopelit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asenteet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digitaaliset pelit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4nd\u00e4ys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainokset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "advertising", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "video games", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "brands", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "attitudes", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "digital games", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "branding", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "advertisements", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/collections/archival-workstation).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/kokoelmat/arkistotyoasema..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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