Effects of interactions and product information on initial purchase intention in product placement in social games : the moderating role of product familiarity
Dong Hong Zhu; Ya Ping Chang
| Year of publication: |
2015
|
|---|---|
| Authors: | Zhu, Dong Hong ; Chang, Ya Ping |
| Published in: |
Journal of electronic commerce research : JECR. - Long Beach, Calif. : Univ., ISSN 1938-9027, ZDB-ID 2136755-3. - Vol. 16.2015, 1, p. 22-33
|
| Subject: | Initial purchase intention | Interaction | Product information | Product placement | Social game | Product Placement | Werbewirkung | Advertising effects | Computerspiel | Video game | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Produktinformation | Markenimage | Brand image |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010526395