No Cover Image

Journal article 225 views 1 download

Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising

S. Sreejesh, Tathagata Ghosh, Yogesh Dwivedi Orcid Logo

Journal of Business Research, Volume: 132, Pages: 88 - 101

Swansea University Author: Yogesh Dwivedi Orcid Logo

  • Manuscript_Final.pdf

    PDF | Accepted Manuscript

    ©2021 All rights reserved. All article content, except where otherwise noted, is licensed under a Creative Commons Attribution Non-Commercial No Derivatives License (CC-BY-NC-ND)

    Download (461.57KB)
Published in: Journal of Business Research
ISSN: 0148-2963
Published: Elsevier BV 2021
Online Access: Check full text

Tags: Add Tag
No Tags, Be the first to tag this record!
Keywords: Access platform; Brand memory; Brand attitude; Gaming device; In-game advertising
College: Faculty of Humanities and Social Sciences
Start Page: 88
End Page: 101