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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 |
|---|---|
| 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 |
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| 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 |