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~person:"Waiguny, Martin K. J."
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Waiguny, Martin K. J.
Castronova, Edward
20
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14
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Breaking new ground in theory and practice
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International journal of entrepreneurial venturing
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Journal of consumer policy : consumer issues in law, economics and behavioural sciences
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The changing roles of advertising : [extended versions of papers presented at the 11th ICORIA (International Conference on Research in Advertising) Stockholm, Sweden in June 2012]
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ECONIS (ZBW)
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1
The relationship of persuasion knowledge, identification of commercial intent and persuasion outcomes in advergames : the role of media context and presence
Waiguny, Martin K. J.
;
Nelson, Michelle R.
;
Terlutter, Ralf
- In:
Journal of consumer policy : consumer issues in law, …
37
(
2014
)
2
,
pp. 257-277
Persistent link: https://www.econbiz.de/10010479067
Saved in:
2
Investigating the entertainment-persuasion link : can educational games influence attitudes toward products?
Waiguny, Martin K. J.
- In:
The changing roles of advertising : [extended versions …
,
(pp. 173-186)
.
2013
Persistent link: https://www.econbiz.de/10009773037
Saved in:
3
How advergame content influences explicit and implicit brand attitudes : when violence spills over
Waiguny, Martin K. J.
;
Nelson, Michelle R.
;
Marko, Bernhard
- In:
Journal of advertising : official publication of the …
42
(
2013
)
2/3
,
pp. 155-169
Persistent link: https://www.econbiz.de/10009778534
Saved in:
4
Entertainment matters! : the relationship between challenge and persuasiveness of an advergame for children
Waiguny, Martin K. J.
;
Nelson, Michelle R.
;
Terlutter, Ralf
- In:
Journal of marketing communications
18
(
2012
)
1
,
pp. 69-89
Persistent link: https://www.econbiz.de/10009508025
Saved in:
5
Differences in children's processing of advergames and TV commercials
Waiguny, Martin K. J.
;
Terlutter, Ralf
- In:
Breaking new ground in theory and practice
,
(pp. 35-51)
.
2011
Persistent link: https://www.econbiz.de/10009380035
Saved in:
6
The influence of advergames on consumers' attitudes and behaviour : an empirical study among young consumers
Waiguny, Martin K. J.
;
Terlutter, Ralf
;
Zaglia, Melanie E.
- In:
International journal of entrepreneurial venturing
3
(
2011
)
2
,
pp. 231-247
Persistent link: https://www.econbiz.de/10009422240
Saved in:
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