Product placement in mobile phone game application : a study on factor of product placement in mobile phone game application that influencing brand recalls among Malaysian young adult / Zulhazim Zulkifli

The explosive growth of mobile phone usage has opened up a huge opportunity for advertiser to advertise their product or service using mobile phone. With the help of Mobile Phone Application or Apps, advertiser can easily create interactive advertisement by making use of product placement technique and put it in mobile phone game Apps. However, little have been written about product placement in mobile phone game application as it was an emerging industry that still growing. The purpose of this research is to examine the Malaysian mobile phone gamer brand recall toward product placement
in mobile phone game application. The research have determine 3 factor or independent variable that influence Brand recall which include interactivity, Game-product Congruity/Harmony (related to game) and Product Placement position in game. The results of the study have show that this 3 factor have significantly influence brand recall. The study also found that having high brand recall also increase the consumer purchase intention toward the product or brand that they have recall.