Social presence, or the feeling of being there with a “real” person, is a crucial component of
interactions that take place in virtual reality. This paper reviews the concept, antecedents …

Gamification, an emerging trend of using game mechanisms or elements in non-game
contexts for commercial or educational purposes, has been applied in advertisements …

Gamification on the mobile platform through the concept of online games has the potential to
create unprecedented engagement with customers. With the growth in the gamification …

Video game technology is changing from 2D to 3D and virtual reality (VR) graphics. In this
research, we analyze how an identical video game that is either played in a 2D …

Gamified advertising has received considerable attention from advertising scholars over the
last two decades. In the literature, two main types of gamified advertising can be identified: in …

Purpose Luxury fashion brands harness the power of Instagram and fashionistas for
strategic brand management. This study aims to test interaction effects among luxury brand …

Effective collaboration in immersive virtual environments requires to be able to communicate
flawlessly using both verbal and non-verbal communication. We present two experiments …

Rapid growth in the global gaming industry has created substantial opportunities for
marketers. The potential and effectiveness of in-game advertising have attracted increasing …

Purpose Interactive marketing (IM) has influenced commercial communication, including
product placement (PP), which has become an essential form of integrating brands within …

This study explores the effect of advergame speed, brand placement strength and
consumers' persuasion knowledge on brand recall from the perspectives of attention and …