...Devika Vashisht Purpose The motivation behind the study is to look at the impact of novelty in games on brand recall and attitude, and to dissect the directing job of game interactivity from the points of view of “contrast effect,” “engagement theory” and “transportation theory”. Design...

... Publishing Limited Licensed re-use rights only Social media marketing Branding Relationship marketing Social media Consumer engagement Brand post Interactivity Novelty Customer-brand relationship In recent years, there has been an increasing interest in the phenomenon of consumer...