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Keywords: Gamification of advertising
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Journal Articles
Journal of Research in Interactive Marketing (2021) 15 (2): 295–315.
Published: 05 May 2021
... of a new type of ad-game integration – playable ads. Different from prior research in gamification of advertising, this paper examined the effectiveness of playable ads in an information processing context in which the ads were not the primary task to focus on. This study also extends psychological...
