Psychological processing of in-game advertising and advergaming: branded entertainment or entertaining persuasion?

Michelle R. Nelson; Martin K.J. Waiguny

Psychological processing of in-game advertising and advergaming: branded entertainment or entertaining persuasion?

Publikation: Beitrag in Buch/Bericht/Konferenzband › Kapitel › Begutachtung

Originalsprache	Englisch
Titel	The Psychology of Entertainment Media
Untertitel	Blurring the Lines Between Entertainment and Persuasion
Herausgeber (Verlag)	Taylor and Francis AS
Seiten	93-144
Seitenumfang	52
ISBN (elektronisch)	9780203828588
ISBN (Print)	9781848729445
Publikationsstatus	Veröffentlicht - 27 Apr. 2012
Extern publiziert	Ja

Forschungsfelder

Consumer behaviour and psychology

IMC Forschungsschwerpunkte

Innovation management and consumer studies

ÖFOS 2012 - Österreichischen Systematik der Wissenschaftszweige

502019 Marketing

UN SDGs

Dieser Output leistet einen Beitrag zu folgendem(n) Ziel(en) für nachhaltige Entwicklung

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Psychological processing of in-game advertising and advergaming: branded entertainment or entertaining persuasion? / Nelson, Michelle R.; Waiguny, Martin K.J.
The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion. Taylor and Francis AS, 2012. S. 93-144.

Publikation: Beitrag in Buch/Bericht/Konferenzband › Kapitel › Begutachtung

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