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dc.contributor.authorSağkaya Güngör, Ayşegülen_US
dc.date.accessioned2020-06-29T06:26:36Z
dc.date.available2020-06-29T06:26:36Z
dc.date.issued2020-06-01
dc.identifier.citationSağkaya Güngör, A. (2020). Did you read the news before playing the advergame? The effects of priming, persuasion knowledge and placement strength on brand attitude and recall in advergames. International Journal of Internet Marketing and Advertising, 14(2), 113-134. doi:10.1504/IJIMA.2020.107657en_US
dc.identifier.issn1477-5212
dc.identifier.urihttps://hdl.handle.net/11729/2346
dc.identifier.urihttp://dx.doi.org/10.1504/IJIMA.2020.107657
dc.description.abstractWith the advergames, marketers reach their goal of conveying their message to their target audience in an entertaining way. The study aims to find out, first, how the priming effects responses of the advergame players toward the brand. Additionally, persuasion knowledge and placement strength were investigated, along with priming. A 2 × 2 × 2 between-subjects laboratory experiment was conducted with 204 participants. Results show that priming has significant effects on brand attitude and recall. The effects were partially persistent after the introduction of persuasion knowledge. When the placement strength was introduced, it was observed significant differences on brand attitude and recall.en_US
dc.language.isoengen_US
dc.publisherInderscience Publishersen_US
dc.relation.isversionof10.1504/IJIMA.2020.107657
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectAdvergameen_US
dc.subjectAdvertainmenten_US
dc.subjectBrand placementen_US
dc.subjectBranded entertainmenten_US
dc.subjectPersuasion knowledgeen_US
dc.subjectPlacement prominenceen_US
dc.subjectPlacement strengthen_US
dc.subjectPrimingen_US
dc.titleDid you read the news before playing the advergame? The effects of priming, persuasion knowledge and placement strength on brand attitude and recall in advergamesen_US
dc.typearticleen_US
dc.relation.journalInternational Journal of Internet Marketing and Advertisingen_US
dc.contributor.departmentIşık Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümüen_US
dc.contributor.departmentIşık University, Faculty of Economics and Administrative Sciences, Department of Managementen_US
dc.contributor.authorID0000-0003-3740-7456
dc.identifier.volume14
dc.identifier.issue2
dc.identifier.startpage113
dc.identifier.endpage134
dc.peerreviewedYesen_US
dc.publicationstatusPublisheden_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.contributor.institutionauthorSağkaya Güngör, Ayşegülen_US


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