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Keywords: Congruity
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Journal Articles
Global Knowledge, Memory and Communication (2024) 73 (1-2): 24–44.
Published: 25 May 2022
...Anubha; Ajay Jain Purpose This study aims to examine the effects of in-game advertisement congruity, interactivity and intrusiveness on gamers’ attitude towards advertising and purchase intention towards advertised brands based on the stimulus-organism-response (SOR) model. Design/methodology...
