"This book captures various aspects of gaming and innovation that is facilitated and can be further improvised by digital innovation. It emphasizes upon areas such as the meaning and relevance of advergaming in marketing, its growth, recent trends, practices, issues and main challenges. It also...

Peer influence through word-of-mouth (WOM) plays an important role in many information systems but identification of causal effects is challenging. We identify causal WOM effects in the empirical setting of game adoption in a social network for gamers by exploiting differences in individuals’...