Building brand engagement in metaverse commerce: The role of branded non-fungible tokens (BNFTs)
CT Lee, TY Ho, HH Xie - Electronic Commerce Research and Applications, 2023 - Elsevier
The development of the “metaverse” has created new opportunities for brands' crypto
marketing and metaverse commerce. Non-fungible tokens (NFTs) are blockchain-based …
marketing and metaverse commerce. Non-fungible tokens (NFTs) are blockchain-based …
Planning and conducting experimental advertising research and questionnaire design
M Geuens, P De Pelsmacker - Journal of Advertising, 2017 - Taylor & Francis
We give an overview of the most important decisions to be taken when planning and
conducting experimental advertising research. Based on previous research and state-of-the …
conducting experimental advertising research. Based on previous research and state-of-the …
Size does matter: Effects of in-game advertising stimuli on brand recall and brand recognition
Rapid growth in the global gaming industry has created substantial opportunities for
marketers. The potential and effectiveness of in-game advertising have attracted increasing …
marketers. The potential and effectiveness of in-game advertising have attracted increasing …
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 …
Meme marketing on social media: the role of informational cues of brand memes in shaping consumers' brand relationship
YC Shen, CT Lee, WY Lin - Journal of Research in Interactive …, 2023 - emerald.com
Purpose The proliferation of digital communication on social media provides new
opportunities for businesses to take advantage of Internet memes to boost customer …
opportunities for businesses to take advantage of Internet memes to boost customer …
Advergame for purchase intention via game and brand attitudes from antecedents of system design, psychological state, and game content: interactive role of brand …
WH Hsiao, YH Lin, IL Wu - Journal of Organizational Computing …, 2022 - Taylor & Francis
Advergame is important as a new form of digital marketing and few studies have shown a
complete model structure along with understanding the antecedents of online purchase …
complete model structure along with understanding the antecedents of online purchase …
[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 …
Ads in gaming apps: experiential value of gamers
Purpose Even though there is a noticeable market value in the mobile gaming apps industry,
there has been limited research examining experiential value of gamers with respect to in …
there has been limited research examining experiential value of gamers with respect to in …
In-game advertising and brand purchase intentions: an SOR perspective
A Jain - Global knowledge, memory and communication, 2024 - emerald.com
Purpose This study aims to examine the effects of in-game advertisement congruity,
interactivity and intrusiveness on gamers' attitude towards advertising and purchase …
interactivity and intrusiveness on gamers' attitude towards advertising and purchase …
Effects of game‐product congruity on in‐app interstitial advertising and the moderation of media‐context factors
SS Wang, HY Chou - Psychology & Marketing, 2019 - Wiley Online Library
Advertising has become one of the major sources of game apps revenues and interstitial
ads, in particular, are the most used monetization method among the types of in‐game …
ads, in particular, are the most used monetization method among the types of in‐game …