What you see is what you get : assessing in-game advertising effectiveness
Mawra Hussain, Talat Islam and Saif Ur Rehman
| Year of publication: |
2023
|
|---|---|
| Authors: | Hussain, Mawra ; Islam, Talat ; Ur Rehman, Saif |
| Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 17.2023, 4, p. 527-543
|
| Subject: | Feelings of presence | Game-product congruence | Interactivity | Purchase intention | Transportation theory | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-03-2022-0087 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014313583