How ad congruity and interactivity affect fantasy game players' attitude toward in-game advertising
Patrick De Pelsmacker, Nathalie Dens, Shana Verberckmoes
| Year of publication: |
2019
|
|---|---|
| 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
|
| Subject: | In-game advertising | Congruity effects | Interactivity | Fantasy games | Attitude to in-game advertising | Werbung | Advertising | Werbewirkung | Advertising effects | Computerspiel | Video game | Konsumentenverhalten | Consumer behaviour | Spieltheorie | Game theory |
| 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/10012156394