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 …

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 The study explores the effect of game flow, game enjoyment and game
customization on consumers' attitudes toward the game (ATG). It also examines the …

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

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 …

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 …

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 …

The perseverance when using established but outdated learning systems and approaches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 world where attracting consumer's attention is becoming more and more difficult, and
with advertisers increasingly becoming dissatisfied with the value provided by traditional …

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 …