Journal article 717 views 668 downloads
Examining the Deferred Effects of Gaming Platform and Game Speed of Advergames on Memory, Attitude, and Purchase Intention
Tathagata Ghosh,
Sreejesh S.,
Yogesh Dwivedi
Journal of Interactive Marketing, Volume: 55, Pages: 52 - 66
Swansea University Author: Yogesh Dwivedi
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PDF | Accepted Manuscript
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DOI (Published version): 10.1016/j.intmar.2021.01.002
Abstract
Examining the Deferred Effects of Gaming Platform and Game Speed of Advergames on Memory, Attitude, and Purchase Intention
| Published in: | Journal of Interactive Marketing |
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| ISSN: | 1094-9968 |
| Published: |
Elsevier BV
2021
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| Online Access: |
Check full text
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa56029 |
| Keywords: |
Advergame, brand familiarity, game speed, gaming platform, memory |
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| College: |
Faculty of Humanities and Social Sciences |
| Start Page: |
52 |
| End Page: |
66 |