... research interest in in-game advertising and cognitive responses. Accordingly, the study provides implications for marketers and directions for future research. Originality/value This review is the first to examine PP studies in the context of IM and technology-related factors influencing the effect...

... objectives of the marketers for choosing a medium to advertise their brands. This investigation adds knowledge to the area of interactive marketing, particularly in-game advertising as a media technique to promote brands taking novelty and game interactivity factors into thought. Originality/value From...