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Keywords: Customer attitude
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Journal Articles
Understanding customer attitude toward advergames: an extended TAM approach
Available to Purchase
Journal:
Arts and the Market
Arts and the Market (2023) 13 (2): 94–116.
Published: 19 July 2023
...-gamified advertisements. Despite the growing spending on advergames projects, the understanding of customer attitude regarding advergames has received less attention and there are not enough studies about advergames. Therefore, the purpose of the current study is to design a novel TAM-based model...
