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 …

Postulating consumer involvement as crucial to online group buying, this study deploys
consumer perceived value, perceived trust, and susceptibility to interpersonal influence to …

Purpose The purpose of this paper is to study the influence of factors such as financial
literacy on a consumer's investment decisions, particularly in the stock market. Based on two …

Purpose Advergames, or integrated brand messages within digital games, have received
considerable attention from researchers and practitioners. Despite increased use of …

Consumer socialization through peer communication using social media websites has
become an important marketing issue through the development and increasing popularity of …

Purpose Marketing researchers have usually studied consumers' attachment to brands from
an emotional bonding perspective. However, the purpose of this study is to show that …

Teenagers are major contributors of online content because of continuous communication
and sharing with peers using social media or instant messaging apps. They like to …

I n the context of persuasion, narrative is most commonly considered in opposition to
argumentation. This separation likely began with Aristotle's distinction between logos and …

Organisations are increasingly utilising social media to advertise to, and interact with,
consumers. Sponsored advertisements embedded into targeted users' social media feeds …

Purpose New research emphasizes the importance of social communications in e-
commerce purchase decision-making processes but there are many technical and social …