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Exploring player responses toward in-game advertising : the impact of interactivity

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Abstract
The chapter aims to give an elaborate introduction to in-game advertising. It starts by providing a definition of the practice, an overview of its benefits and drawbacks, and a review of the research that has been conducted on its effectiveness. Additionally, it presents the results of a case study investigating how players respond towards different types of advertisements that are integrated into a digital game, with a specific focus on the interactivity that they allow.

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Chicago
Herrewijn, Laura, and Karolien Poels. 2017. “Exploring Player Responses Toward In-game Advertising : the Impact of Interactivity.” In Digital Advertising : Theory and Research, ed. Shelly Rodgers and Esther Thorson, 310–327. Routledge.
APA
Herrewijn, L., & Poels, K. (2017). Exploring player responses toward in-game advertising : the impact of interactivity. In S. Rodgers & E. Thorson (Eds.), Digital advertising : theory and research (pp. 310–327). Routledge.
Vancouver
1.
Herrewijn L, Poels K. Exploring player responses toward in-game advertising : the impact of interactivity. In: Rodgers S, Thorson E, editors. Digital advertising : theory and research. Routledge; 2017. p. 310–27.
MLA
Herrewijn, Laura, and Karolien Poels. “Exploring Player Responses Toward In-game Advertising : the Impact of Interactivity.” Digital Advertising : Theory and Research. Ed. Shelly Rodgers & Esther Thorson. Routledge, 2017. 310–327. Print.
@incollection{8511151,
  abstract     = {The chapter aims to give an elaborate introduction to in-game advertising. It starts by providing a definition of the practice, an overview of its benefits and drawbacks, and a review of the research that has been conducted on its effectiveness. Additionally, it presents the results of a case study investigating how players respond towards different types of advertisements that are integrated into a digital game, with a specific focus on the interactivity that they allow.},
  author       = {Herrewijn, Laura and Poels, Karolien},
  booktitle    = {Digital advertising : theory and research},
  editor       = {Rodgers, Shelly and Thorson, Esther },
  isbn         = {978-1-315-62325-2},
  language     = {eng},
  pages        = {310--327},
  publisher    = {Routledge},
  title        = {Exploring player responses toward in-game advertising : the impact of interactivity},
  year         = {2017},
}