Brands in a game or a game for brands? Comparing the persuasive effectiveness of in‐game advertising and advergames

Although a rich body of knowledge exists in the domain of gamification of advertising, no research emphasis has been given to compare the persuasive effects of two well‐known gamification formats—in‐game advertising and advergame. Also, we do not know much about their comparative effects on child an...

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Bibliographic Details
Published in:Psychology & marketing 2022-12, Vol.39 (12), p.2328-2348
Main Authors: Ghosh, Tathagata, S., Sreejesh, Dwivedi, Yogesh K.
Format: Article
Language:English
Subjects:
advergames
Advertising
Attitudes
computer games
digital games
Gamification
IGA
in‐game advertising
Purchase intention
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