Int. J. Mobile Communications, Vol. 16, No. 5, 2018 557 Copyright © 2018 Inderscience Enterprises Ltd. Mobile game users’ evaluations of in-game advertising: role of multitasking and persuasion knowledge Yoori Hwang Department of Digital Media, Myongji University, 34 Geobukgol-ro, Seodaemun-gu, Seoul, 120-728, South Korea Email: yhwang@mju.ac.kr Joonghwa Lee Department of Communication, University of North Dakota, Columbia Hall Room 2370R, 501 N Columbia Rd. Stop 7169, Grand Forks, ND 58202-7169, USA Email: joonghwa.lee@und.edu Soojung Kim Department of Communication, University of North Dakota Columbia Hall Room 2370N, 501 N Columbia Rd. Stop 7169, Grand Forks, ND 58202-7169, USA Email: soojung.kim@und.edu Se-Hoon Jeong* School of Media and Communication, Korea University, 145 Anam-ro, Seongbuk-gu, Seoul, 136-701, South Korea Email: sjeong@korea.ac.kr *Corresponding author Abstract: This study examined the effects of multitasking and persuasion knowledge on evaluations of in-game advertising (IGA). Specifically, we examined how the evaluations of IGA vary by: 1) multitasking (i.e., whether one multitasks or not); and 2) persuasion knowledge (i.e., whether one’s persuasion knowledge is primed or not). The findings of this study showed significant interactions effects between multitasking and persuasion knowledge priming on ad evaluations. Compared with the non-multitasking condition,