Brands in a game or a game for brands? : comparing the persuasive effectiveness of in-game advertising and advergames
Tathagata Ghosh, Sreejesh S., Yogesh K. Dwivedi
| Year of publication: |
2022
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|---|---|
| Authors: | Ghosh, Tathagata ; Sreejesh, S. ; Dwivedi, Yogesh K. |
| Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 39.2022, 12, p. 2328-2348
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| Subject: | advergames | computer games | digital games | gamification | IGA | in-game advertising | Computerspiel | Video game | Werbung | Advertising | Spieltheorie | Game theory | Werbewirkung | Advertising effects | Markenartikel | Brand | Markenführung | Brand management | Product Placement | Product placement | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.21752 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013465194