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Keywords: Alcohol
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Journal Articles
A new frontier: alcohol sponsorship activation through esports
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (4): 533–558.
Published: 25 December 2020
...Sarah J. Kelly; Dymphna Van der Leij Purpose The purpose of this paper is to examine the impact of alcohol sponsorship-linked advertising through esports upon young gaming audiences and how gaming behaviours affect advertising response. Design/methodology/approach A cross-sectional survey...
Journal Articles
Virtual reality in social marketing: a process evaluation
Available to PurchaseTimo Dietrich, Sharyn Rundle-Thiele, Krzysztof Kubacki, James Durl, Matthew J. Gullo, Denni Arli, Jason P. Connor
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2019) 37 (7): 806–820.
Published: 08 August 2019
... programme targeting 14–16-year-old Australian school students. The programme features a suite of gamified resources to engage and deliver messages surrounding alcohol to high school students. The programme, delivered by research team members, was delivered in one school day and includes a total of five...
