The gamification of in-game advertising: Examining the role of psychological ownership and advertisement intrusiveness
S Mishra, G Malhotra - International Journal of Information Management, 2021 - Elsevier
Gamification on the mobile platform through the concept of online games has the potential to
create unprecedented engagement with customers. With the growth in the gamification …
create unprecedented engagement with customers. With the growth in the gamification …
[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 …
Consumers' psychological reactance and ownership in in-game advertising
Purpose The study explores the effect of game flow, game enjoyment and game
customization on consumers' attitudes toward the game (ATG). It also examines the …
customization on consumers' attitudes toward the game (ATG). It also examines the …
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 …
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 …
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 …
Research on Effective Advertising Types in Virtual Environment
D Kang, J Kwon, S Nam - Applied Sciences, 2023 - mdpi.com
Virtual reality (VR) applies various types of advertisements (ads) to promote brands while
collaborating with companies. This study aims to present effective advertisement types by …
collaborating with companies. This study aims to present effective advertisement types by …
Defining adverlearning: a novel concept to enhance learning using in-game advertising
F Palmas, G Klinker - 2021 International Conference on …, 2021 - ieeexplore.ieee.org
The perseverance when using established but outdated learning systems and approaches
in a constantly changing society leads to reduced effectiveness when attempting to reach …
in a constantly changing society leads to reduced effectiveness when attempting to reach …
[PDF][PDF] The Ergonomics of Designing Interactive Games User Interface as an Advertising Medium
TALA Razek, SHASA Donia, EIF Kasem - 2023 - mjaf.journals.ekb.eg
In a world where attracting consumer's attention is becoming more and more difficult, and
with advertisers increasingly becoming dissatisfied with the value provided by traditional …
with advertisers increasingly becoming dissatisfied with the value provided by traditional …
[PDF][PDF] The Ergonomics of Designing Interactive Games User Interface as an Advertising Medium ﺔﯾﻧﻼﻋإ ﺔﻟﯾﺳوﮐ ﺔﯾﻟﻋﺎﻔﺗﻟا بﺎﻌﻟﻷا مدﺧﺗﺳﻣ ﺔﮭﺟاو مﯾﻣﺻﺗ ﺔﯾﻣوﻧوﺟرأ
TALA Razek - 2021 - researchgate.net
In a world where attracting consumer's attention is becoming more and more difficult, and
with advertisers increasingly becoming dissatisfied with the value provided by traditional …
with advertisers increasingly becoming dissatisfied with the value provided by traditional …