The development of the “metaverse” has created new opportunities for brands' crypto
marketing and metaverse commerce. Non-fungible tokens (NFTs) are blockchain-based …

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 …

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

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 …

Purpose The proliferation of digital communication on social media provides new
opportunities for businesses to take advantage of Internet memes to boost customer …

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 …

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 …

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 …

Purpose This study aims to examine the effects of in-game advertisement congruity,
interactivity and intrusiveness on gamers' attitude towards advertising and purchase …

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 …