Contextual advertising in games: Impacts of game context on a player's memory and evaluation of brands in video games

Contextual advertising is growing in digital marketing communication. Previous research on traditional media has shown that the surrounding context affects advertising effectiveness. Similarly, the context in a game may influence a player's processing of brands advertised in that game. To exami...

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Bibliographic Details
Published in:Journal of marketing communications 2017-11, Vol.23 (6), p.614-631
Main Authors: Yoo, Seung-Chul, Eastin, Matthew S.
Format: Article
Language:English
Subjects:
Advertising
Computer & video games
Consumer behavior
contextual advertising
Digital marketing
Effectiveness
game context
Games
In-game advertising
Online advertising
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