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In-Game Advertising was experienced as rather neutral.
ABSTRACT: Online game addiction (OGA) is becoming a significant problem worldwide.
The aim of this study was to explore the incidence of OGA and the roles of stressful life events, avoidant coping styles (ACSs), and neuroticism in OGA.
Structural equation modeling (SEM) was used to explore the interactive effects of stressful life events, ACSs, and neuroticism on OGA.
Of the 651 participants in the sample, 31 (4.8%) were identified as addicts.
The findings show that mobile Advergames, compared to In-Game or Around-Game Advertising, are perceived as the least disturbing advertising type and leave the consumer with the most positive feeling.