Journal article 1066 views 780 downloads
Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising
S. Sreejesh,
Tathagata Ghosh,
Yogesh Dwivedi
Journal of Business Research, Volume: 132, Pages: 88 - 101
Swansea University Author: Yogesh Dwivedi
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DOI (Published version): 10.1016/j.jbusres.2021.04.007
Abstract
Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising
| Published in: | Journal of Business Research |
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| ISSN: | 0148-2963 |
| Published: |
Elsevier BV
2021
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa56619 |
| Keywords: |
Access platform; Brand memory; Brand attitude; Gaming device; In-game advertising |
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| College: |
Faculty of Humanities and Social Sciences |
| Start Page: |
88 |
| End Page: |
101 |