Treffer: Understanding Mobile Game Download Intention: Influence of Social Media, In-game Ads, and Store Optimization under Wi-Fi Constraints.

The study aims to find out "What is the influence of social media influencer qualities, ingame advertisements, and app store optimization towards the Intent of millennials of Metro Manila, Philippines to download mobile games while being moderated by their Wi- Fi restrictions?". The study gathered data through a survey that was distributed in online forums, discord communities, live streaming of different social media influencers, and esport tournaments to gather quantitative perspectives on the topic. The main method used to analyze the relationship between all the variables is Structural Equation Modeling (SEM). It was concluded that the relationship between Social Media Influencer Qualities and App Store Optimization with Download Intention both have a significant and positive relationship while In-game Advertisements do not have a significant relationship with Download Intention. Furthermore, Wi-Fi Restrictions are found to have a significant moderating effect on Social Media Influencer Qualities and Google Play Store Optimization. While it does not have a significant moderating effect on In-game advertisements. [ABSTRACT FROM AUTHOR]

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