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Impact of involvement and cognitive load on affective responses to advergames and in-game advertising
(Yıldız Teknik Üniversitesi, 2016-11-30)
It has been long known that there are different ways of communicating promotional messages with branded entertainments. Among all, the two of them are notable; communicating the message through advergames and integrating ...
Advergaming - How does cognitive overload effect brand recall? Differences between in-game advertising (IGA) and advergames
(IGI Global, 2016-06-29)
Advergaming serves as a new and valuable form of online advertising, especially for companies that target young consumers. This study examines the impacts of cognitive overload with placement prominence on respondents' ...