Vashisht, Devika; Royne, Marla B.; S., Sreejesh - In: European Journal of Marketing 53 (2019) 4, pp. 607-634
PurposeAdvergames, or integrated brand messages within digital games, have received considerable attention from researchers and practitioners. Despite increased use of advergames as a brand promotion strategy by a range of well-known brands, limited understanding exists about a number of issues...