Journal
JOURNAL OF ADVERTISING
Volume 42, Issue 2-3, Pages 95-112Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/00913367.2013.774610
Keywords
-
Categories
Ask authors/readers for more resources
The study presents a framework for the analysis of advertising in digital games. It reviews literature on in-game advertising, advergames and advertising in social network games. The framework distinguishes between stimulus characteristics of the game as well as of the advertising that lead to psychological responses toward the game and the brand and to actual behavior toward the game and the brand. It takes into consideration individual factors of the player and social factors surrounding the player. In addition, theoretical models of advertising perception in digital games and issues regarding regulation are addressed. Directions for future research in the area of advertising in digital games are provided.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available