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Keywords: In-game advertising
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Journal Articles
In-game interactivity, gameful experience and online gamers’ purchase intention: agamification study
Global Knowledge, Memory and Communication 1–16.
Published: 21 October 2025
...Pruthvi Brahmbhatt; Jayesh Patel; Subrat Sahu Purpose This study concentrated on in-game advertising ( IGA ) to determine their purchase intentions in a gamification context. Specifically, this study aims to examine the role of in-game interactivity on purchase intention through gameful experience...
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...
