[HTML][HTML] Congruity of virtual reality in-game advertising
With virtual reality (VR) video game users beginning to see beta advertisements within game
play, this conceptual article adds a needed digital and interactive marketing research …
play, this conceptual article adds a needed digital and interactive marketing research …
[PDF][PDF] HOW AD CONGRUITY AND INTERACTIVITY AFFECT FANTASY GAME PLAYERS'ATTITUDE TOWARD IN-GAME ADVERTISING.
P De Pelsmacker, N Dens… - Journal of Electronic …, 2019 - ojs.jecr.org
This study investigates how the perceived congruity of an in-game advertisement with the
game environment and its perceived interactivity affect fantasy game players' perceived ad …
game environment and its perceived interactivity affect fantasy game players' perceived ad …
The impact of social setting on the recall and recognition of in-game advertising
L Herrewijn, K Poels - Computers in Human Behavior, 2015 - Elsevier
The current paper contributes to the study of in-game advertising (IGA) effectiveness by
investigating the 24 impact of social setting on brand awareness (ie brand recall and …
investigating the 24 impact of social setting on brand awareness (ie brand recall and …
When and why is perceived congruity important for in-game advertising in fantasy games?
The present study investigates how the perceived congruity (the perceived level of fit
between the execution of the in-game ad and the game environment) of in-game advertising …
between the execution of the in-game ad and the game environment) of in-game advertising …
Advances in business, management and entrepreneurship
R Hurriyati, B Tjahjono, I Yamamoto… - Proceedings of the …, 2020 - api.taylorfrancis.com
The past decade has been marked by an increase in the number of products sold through
online shops. Various types of businesses that originally were only available offline have …
online shops. Various types of businesses that originally were only available offline have …
Exploring player responses toward in-game advertising: the impact of interactivity
L Herrewijn, K Poels - Digital Advertising, 2017 - taylorfrancis.com
This chapter presents an introduction to this practice of in-game advertising (IGA): providing
a definition, an overview of its benefits and drawbacks, and an outline of the industry …
a definition, an overview of its benefits and drawbacks, and an outline of the industry …
The effectiveness of in-game advertising: examining the influence of ad format
L Herrewijn, K Poels - Advances in Advertising Research IX: Power to …, 2018 - Springer
Digital games are firmly ingrained in our culture. From the 1970s onwards, they have
gradually evolved into an extremely popular entertainment medium. 2.2 billion people from …
gradually evolved into an extremely popular entertainment medium. 2.2 billion people from …
The effectiveness of in-game advertising: The role of ad format, game context and player involvement
L Herrewijn - 2015 - search.proquest.com
No other entertainment sector has experienced the same explosive growth as the digital
game industry. From the 1970s onwards, digital games have evolved from a pastime …
game industry. From the 1970s onwards, digital games have evolved from a pastime …
Consumer Perceptions of Ad Ethicality in Loot Box Promotions
K Kelling, SM Tham - Journal of Media Ethics, 2023 - Taylor & Francis
This study offers gamers' insights to a worldwide popular loot-box game that is widely
associated with gambling: FIFA. Through an ethical lens, this study looks at how gamers …
associated with gambling: FIFA. Through an ethical lens, this study looks at how gamers …
[PDF][PDF] The effectiveness of in-game advertising in mo-bile games
S Klose, NA Truong - Research Journal for Applied Management, 2022 - ism.de
Purpose: This study aims to investigate the effectiveness of branding through mobile games
with ingame advertising (IGA). The concept of in-game advertising will be linked with game …
with ingame advertising (IGA). The concept of in-game advertising will be linked with game …