Winning the ad battle : exploring the influence of subtle design elements and gaming platform on consumer attention and brand memory in in-game advertising
Sreejesh S. and Tathagata Ghosh
| Year of publication: |
2025
|
|---|---|
| Authors: | Sreejesh, S. ; Ghosh, Tathagata |
| Published in: |
Australasian marketing journal : AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC). - [London] : Sage Publishing, ISSN 1839-3349, ZDB-ID 2211477-4. - Vol. 33.2025, 1, p. 35-46
|
| Subject: | in-game advertising | advergame | gamification of advertising | game design | Werbung | Advertising | Computerspiel | Video game | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/14413582241241769 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015327206