Purpose: Advertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads – appearing on the screen that interrupts children’s gaming activity. Despite its importance, the effectiveness of pop-up ads and its...

Purpose: This study aims to propose a model for predicting consumers’ esports videogame engagement on their ensuing consumption behaviors, which remains nebulous to date. Design/methodology/approach: After approaching esports consumers in different gaming zones in Pakistan, this paper...

Purpose Playing video gaming is one of the most popular forms of leisure activities. This study looks into a specific video game genre, under the category of Multiplayer Online Battle Arena (MOBA) games. The purpose of this research is to investigate the factors that lead to the consumption of...

Purpose: This study aims at identifying and examining the mediating role of customer engagement behavior and social interactivity onbrand loyalty. Design/methodology/approach: A correlational study design was adopted in this study to collect data (online survey) from 400 online participants...

Negative disconfirmation will usually lead to switching behaviour and attenuate customers' repurchase intentions, a behaviour that will undercut businesses' profitability. Limited research discussed post-purchase behaviour, in general, and how to retain aggrieved customers during the online...

Purpose: Though the videogame literature is thriving, little remains known regarding the effectiveness of pop-up ads that appear in videogames. Addressing this gap, this study, therefore, aims to explore pop-up ads as an important tool to prompt gamer-perceived advertisement value and their...

Purpose The local food tourism in Pakistan is increasing rapidly, and it attracts scholars to determine the factors affecting local food tourists' buying choices. Particularly, the authors aim to investigate the role of food consumption values on predicting domestic tourists' attitude toward...

Purpose Drawing on Ducoffe’s advertising value model, this study aims to integrate additional constructs (credibility, fantasy and visual appeal) as important antecedents to the perceived advertising value of vlogs. The study also examines the mediating role of place attachment between...