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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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URI: https://cronfa.swan.ac.uk/Record/cronfa56619
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first_indexed 2021-04-05T19:36:08Z
last_indexed 2022-01-18T04:24:14Z
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spelling 2022-01-17T13:41:32.4797623 v2 56619 2021-04-05 Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising d154596e71b99ad1285563c8fdd373d7 0000-0002-5547-9990 Yogesh Dwivedi Yogesh Dwivedi true false 2021-04-05 BBU Journal Article Journal of Business Research 132 88 101 Elsevier BV 0148-2963 Access platform; Brand memory; Brand attitude; Gaming device; In-game advertising 1 8 2021 2021-08-01 10.1016/j.jbusres.2021.04.007 COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2022-01-17T13:41:32.4797623 2021-04-05T20:27:08.5484538 School of Management Business S. Sreejesh 1 Tathagata Ghosh 2 Yogesh Dwivedi 0000-0002-5547-9990 3 Under embargo Under embargo 2021-04-05T20:35:49.0578109 Output 472648 application/pdf Accepted Manuscript true 2022-10-20T00:00:00.0000000 ©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) true eng https://creativecommons.org/licenses/by-nc-nd/4.0/
title Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising
spellingShingle Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising
Yogesh Dwivedi
title_short Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising
title_full Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising
title_fullStr Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising
title_full_unstemmed Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising
title_sort Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 S. Sreejesh
Tathagata Ghosh
Yogesh Dwivedi
format Journal article
container_title Journal of Business Research
container_volume 132
container_start_page 88
publishDate 2021
institution Swansea University
issn 0148-2963
doi_str_mv 10.1016/j.jbusres.2021.04.007
publisher Elsevier BV
college_str School of Management
hierarchytype
hierarchy_top_id schoolofmanagement
hierarchy_top_title School of Management
hierarchy_parent_id schoolofmanagement
hierarchy_parent_title School of Management
department_str Business{{{_:::_}}}School of Management{{{_:::_}}}Business
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published_date 2021-08-01T04:12:17Z
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