Examining the impact of gamification on intention of engagement and brand attitude in the marketing context
The development of multiple applications with features of games has brought about a new
trend–gamification. Gamification has become a fast-emerging practice in the business world …
trend–gamification. Gamification has become a fast-emerging practice in the business world …
Value creation in the video game industry: Industry economics, consumer benefits, and research opportunities
A Marchand, T Hennig-Thurau - Journal of interactive …, 2013 - journals.sagepub.com
In the past twenty years, the video game industry has established itself as a significant
contributor to the global entertainment economy. Compared to more established …
contributor to the global entertainment economy. Compared to more established …
Twenty years of research on gamified advertising: a systematic overview of theories and variables
ZMC Van Berlo, EA Van Reijmersdal… - International Journal of …, 2023 - Taylor & Francis
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 …
last two decades. In the literature, two main types of gamified advertising can be identified: in …
Gamified interactions: whether, when, and how games facilitate self–brand connections
A Berger, T Schlager, DE Sprott… - Journal of the Academy of …, 2018 - Springer
Firms increasingly use games to interact with their customers. Yet, surprisingly little is known
about whether, when, and how such “gamified” interactions engage consumers with a firm's …
about whether, when, and how such “gamified” interactions engage consumers with a firm's …
Product placement in video games: The effect of brand familiarity and repetition on consumers' memory
J Martí-Parreño, J Bermejo-Berros… - Journal of …, 2017 - journals.sagepub.com
Product placement in video games is gaining momentum as a means to target audiences in
an indirect and engaging way. This study uses a 2 (high repetition vs low repetition)× 2 (high …
an indirect and engaging way. This study uses a 2 (high repetition vs low repetition)× 2 (high …
Videogames-as-a-service: converting freemium-to paying-users through pop-up advertisement value
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 …
effectiveness of pop-up ads that appear in videogames. Addressing this gap, this study …
Disclosing the persuasive nature of advergames: Moderation effects of mood on brand responses via persuasion knowledge
EA Van Reijmersdal, N Lammers… - … Journal of Advertising, 2015 - Taylor & Francis
The aim of this study was to investigate whether the effects of advergame disclosures were
moderated by gamers' moods. More specifically, we tested whether the effects of disclosures …
moderated by gamers' moods. More specifically, we tested whether the effects of disclosures …
Impact of media context on advertising memory: A meta-analysis of advertising effectiveness
Media professionals and scholars have examined the influence of media context on
advertising effectiveness for more than 50 years, but clarity regarding media-context effects …
advertising effectiveness for more than 50 years, but clarity regarding media-context effects …
The key to 360-degree video advertising: An examination of the degree of narrative structure
In this study, we compared three 360-degree video ads with their counterparts—three
standard video ads—in terms of perceived ad novelty, presence (ie, spatial presence …
standard video ads—in terms of perceived ad novelty, presence (ie, spatial presence …
Advertising in digital games: a bibliometric review
G Yoon - Journal of Interactive Advertising, 2019 - Taylor & Francis
Over the past decade, persuasive games (advergaming) and advertising in games (in-game
advertising [IGA]) have been two types of engaging technology for promoting brands. This …
advertising [IGA]) have been two types of engaging technology for promoting brands. This …