Comparative Analysis of the Impact of Advergames on Cultural Outcomes in the United Kingdom and Saudi Arabia
Bibliographic record
Abstract
Advergames represent a new advertising concept that uses internet technology to implement viral marketing campaigns. This study aimed to conduct a comparative analysis of and impact of advergames on cultural outcomes. This cross-cultural study investigated the impact of advergame on the cultural differences and similarities between the United Kingdom and Saudi Arabia. Participants from both Saudi Arabia and the United Kingdom were invited to complete a questionnaire. The sample consisted of male and female participants from all age groups. According to the findings, most of the Saudi Arabian respondents responded neutrally to considering cultural values within advergames. By contrast, the majority of the United Kingdom participants agreed that they were indifferent to the culture projected by the advergame characters. The findings also confirm the implementation of better strategies for games that consider the different cultural aspects of different countries. Notably, these findings suggest that visual familiarity can influence consumer behavior across cultures. We expect our findings to be used in future research that examines cultural outcomes in advergames.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.006 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.001 | 0.001 |
| Scholarly communication | 0.001 | 0.000 |
| Open science | 0.000 | 0.001 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.002 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".