Comparing the efficiency of advergames vs. social networks when communicating with children

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

The aim of this research is to analyze and compare the efficiency of two digital media – a social network and an advergame – and gather which is the most efficient regarding communication with children. The efficiency of both media was measured by comparing the impact on brand awareness, purchase intention and brand preference. We also analyzed the mediating role of gender on the engagement the two media. Our sample comprised of 220 children. Our results suggest both media are not efficient regarding brand awareness and brand preference, but social networks have an impact on purchase intention, particularly regarding female children.