... interactivity and consumer purchase intention. It further explores whether game–product congruence moderates the relationship between feelings of presence in the game and consumer purchase intention. Design/methodology/approach This study collected data from 386 PUBG mobile players on a convenience basis...

... if the brand is prominently placed versus subtly placed and congruent versus incongruent with the game context. Design/methodology/approach A 2 (nature of advergame: fast or slow) × 2 (brand prominence: prominent or subtle) × 2 (game-product congruence: high or low) between-subject measures design is used...