Original paper
In-game advertising: the role of newness congruence and interactivity
Abstract
Purpose This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect theories. Design/methodology/approach A 2 (newness: congruent or incongruent) × 2 (game interactivity: high or low) between-subjects measures design was conducted. A total of 224 undergraduate management students participated in the study. A 2 × 2...
Paper Details
Title
In-game advertising: the role of newness congruence and interactivity
Published Date
Apr 19, 2020
Volume
24
Issue
2
Pages
213 - 230
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History