Contextual advertising in games : impacts of game context on a player's memory and evaluation of brands in video games
Year of publication: |
December 2017
|
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Authors: | Yoo, Seung-Chul ; Eastin, Matthew S. |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 23.2017, 6, p. 614-631
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Subject: | In-game advertising | contextual advertising | game context | Spieltheorie | Game theory | Werbung | Advertising | Computerspiel | Video game | Werbewirkung | Advertising effects | Markenführung | Brand management | Online-Marketing | Internet marketing |
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