The study presents a framework for the analysis of advertising in digital games. It reviews
literature on in-game advertising, advergames and advertising in social network games. The …

This article provides a comprehensive and systematic review of the product placement
literature in order to map the thematic development of product placement research, help …

Product placement is the purposeful incorporation of commercial content into
noncommercial settings, that is, a product plug generated via the fusion of advertising and …

An increasing body of research demonstrates that narrative-based communication can be
effective in eliciting attitude change, especially when recipients become transported into the …

The Psychology of Entertainment Media provides a cutting-edge look at how entertainment
media affects its viewers, both in intended and unintended ways, and the psychological …

This study assesses the creative attributes that drive online viral viewing of TV advertising.
The analysis is based on 102 video ads from the UK and US, which were shown on TV and …

Electronic games transcend demographic boundaries and are a prevalent cultural
phenomenon. Marketers see potential of this immersive venue as a way to reach a highly …

Brand placements are omnipresent in video games, but their overall effect on brand attitudes
is small and varies substantially between studies. The present research takes an evaluative …

This study investigated how persuasive messages integrated in an online game affects
children's cognitive, affective, and conative responses to the brand, as well as their attitude …

Although brand placements are commonplace in promotion strategies, the extant literature
lacks a quantitative empirical synthesis of the effect of placements on cognitive, attitudinal …