Research highlights► The advergames has become one of the most promising areas of internet advertising. ► It increases brand recall, but less attention on the persuasion effectiveness. ► Two experiments were conducted to investigate the effectiveness. ► Interactivity and media richness of advergames significantly enhance a consumers telepresence and affective responses. ► Interaction effects were found only in products dominated by experience attributes.
Expert Systems with Applications – Elsevier
Published: Jun 1, 2011
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