Zeph van Berlo

Who they are

Communication researcher. The co-authors were Eva van Reijmersdal and Martin Eisend. Biography beyond the cited work is not recorded here, by this site's rule.

Key papers

van Berlo, Z. M. C., van Reijmersdal, E. A., & Eisend, M. (2021). "The gamification of branded content: a meta-analysis of advergame effects." Journal of Advertising, 50(2), 179-196. doi:10.1080/00913367.2020.1858462.

Key ideas

The meta-analysis found that advergames drew a more positive attitude than other advertising, that brand information was less likely to be remembered, that advergames appeared persuasive and appeared to drive choice behaviour, and that they were less likely to be recognised as advertising. Younger consumers seemed more susceptible to the persuasive effects.

The subject is the advergame, a game built around a brand, not a brand placed inside another game.

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