How Advergame Content Influences Explicit and Implicit Brand Attitudes: When Violence Spills Over

By Martin Waiguny, Michelle R. Nelson, Bernhard Marko. 2013

111 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/b020675a5e7120536297bdbc2abf1e381bbbcdc6

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Literature and Literary Theory

1. Ralf Terlutter
2. Michelle R. Nelson
3. Martin Waiguny
4. M. Capella
5. Chingching Chang

In Marketing

1. Ralf Terlutter
2. Michelle R. Nelson
3. Martin Waiguny
4. M. Capella
5. Chingching Chang

In Sociology and Political Science

1. Ralf Terlutter
2. Michelle R. Nelson
3. Martin Waiguny
4. M. Capella
5. Chingching Chang

Citations in the corpus

• The Relationship of Persuasion Knowledge, Identification of Commercial Intent and Persuasion Outcomes in Advergames—the Role of Media Context and Presence (2014, background): “Yet, despite the widespread use of powerful narratives to convey character and/or brand information (Thomson 2010), the present study is one of the first to consider the influence of game play on brand beliefs (but see Ahn 2008; Waiguny et al. 2013).”
• The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games (2013, background): “The analysis of implicit attitude formation toward brands in digital games is still rare (see, for example, Waiguny, Nelson, and Marko 2013), and a more frequent inclusion of measures of implicit attitudes is recommended.”