Künye "Güngör, A. Ş., Çadirci, T. O. & Köse, Ş. G. (2017). Advergaming - how does cognitive overload effect brand recall? Differences between in-game advertising (IGA) and advergames. 1579-1602, doi:10.4018/978-1-5225-1793-1.ch073" İİBF - Kitap / Kitap Bölümü koleksiyonu | İşletme Bölümü / Department of Management için listeleme
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Advergaming - how does cognitive overload effect brand recall? Differences between in-game advertising (IGA) and advergames
(IGI Global, 2017-01-06)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' ...