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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

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Published in: Journal of Business Research
ISSN: 0148-2963
Published: Elsevier BV 2021
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Keywords: Access platform; Brand memory; Brand attitude; Gaming device; In-game advertising
College: School of Management
Start Page: 88
End Page: 101