What you see is what you get: assessing in-game advertising effectiveness

• Published in: Journal of research in interactive marketing Vol. 17; no. 4; pp. 527 - 543
• Main Authors: Hussain, Mawra, Islam, Talat, Rehman, Saif Ur
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 05.06.2023; Emerald Group Publishing Limited
• Subjects: Advertisements; Advertising; Attitudes; Consumers; Customers; Data collection; Games; Influence; Players; Purchase intention; Feelings of presence; Game–product congruence; Interactivity; Transportation theory; Purchase intention

PurposeThis study focused on nonconventional marketing (in-game advertisement interactivity) to understand consumers' purchase intentions. Specifically, this study aims to explore the intervening role of feelings of presence between in-game advertisement interactivity and consumer purchase inte...