Dardis, Frank; Schmierbach, Mike; Sherrick, Brett; … - In: Journal of Consumer Marketing 36 (2019) 1, pp. 1-11
Purpose: In-game advertising continues to increase in importance for both industry and academia. However, game difficulty – an important, real-world factor – has received little attention as a specific game-related factor that might impact the effectiveness of in-game advertisements. This...