Valérie Nicolas-Hémar a présenté un article intitulé “Mobile advergames targeting children: ‘a portable playground’ to build brand relationships with young consumers?” à la 4ème conférence International Consumer Brand Relationships, qui s’est tenu à Porto (Portugal) du 21 au 23 mai 2015.
Abstract: While Branded mobile games are increasingly used by brands to communicate with young consumers, this qualitative study with 6-11 year old children aims to take a first step in gaining a better knowledge about children’s advertising literacy of mobile advergames. The paper highlights that children have a pretty good understanding of advergames, but they do not use this knowledge to hold critical attitudes toward this advertising technique. Advergames promote a pleasure-based relationship with brand, and may be used as a social resource within the peer group.