Abstract

The current investigation aimed to identify the attitude of users towards dynamic ingame advertising with the help of qualitative content analysis. The resulting consequences of ingame advertising on its users have been identified through Ducoffe’s advertising value model. The stated model facilitates the discovery of three outcome values of advertisements: entertainment, informativeness, and irritation. Further, an extensive review of the literature has been performed to find the association between these three outcome values of advertisements and the attitude of users. Twenty-five respondents have been selected as a sample for the study through snowball sampling. Their responses have been collected with the help of in-depth interviews and focus group discussions, and lastly, qualitative content analyses have been opted for analysing the collected responses. The analysed responses were thematically interpreted and presented in the present study. A total of eight sub-themes have been identified from the three key themes of the study. The study carries implications for marketers, parents, and government.