Aducating consumers in the digital age? A meta-analysis on studying consumer learning process in an interactive game-based platform

Abstract

The digital technologies have given consumers powers to reshaped the ways that they used to perceive advertising message, brand and product knowledge. Marketers and advertising practitioners should pay particular attention on these changes of consumers’ behaviors. It is because, all these changes are leading to a completely new level of delivering brand/product messages, and the focus of this research – the consumer learning process and “Aducation”. A meta-analysis is applied in this research. Both consumers’ brand knowledge indicators and decision-making indicators are adopted to assess the consumer learning process in both the interactive game-based and social media platforms.