How ad congruity and interactivity affect fantasy game players' attitude toward in-game advertising
Year of publication: |
2019
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Authors: | Pelsmacker, Patrick de ; Dens, Nathalie ; Verberckmoes, Shana |
Published in: |
Journal of electronic commerce research : JECR. - Long Beach, Calif. : Univ., ISSN 1938-9027, ZDB-ID 2136755-3. - Vol. 20.2019, 1, p. 55-74
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Subject: | In-game advertising | Congruity effects | Interactivity | Fantasy games | Attitude to in-game advertising | Werbung | Advertising | Computerspiel | Video game | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Spieltheorie | Game theory |
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