Exploring the Effectiveness of Advergame: The Role of Transportation on Continuous Intention to Play Advergames

This study argues that research on advergames needs to better address the relationships between players’ psychological characteristics and their behavioural responses. In this article, we present a theoretical model that explains the antecedents and consequences of players’ transportation experience...

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Veröffentlicht in:	Journal of creative communications 2022-07, Vol.17 (2), p.127-141
Hauptverfasser:	Kim, Yunju, Lee, Heejun
Format:	Artikel
Sprache:	eng
Schlagworte:	Behavioral responses Brands Sensation seeking Transportation
Online-Zugang:	Volltext
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