A Joassard, S Capelli - International Journal of Advertising, 2024 - Taylor & Francis
Advergames allow advertisers to build an entire game around the brand. This study explores how brands can be embedded in advergames through brand–game congruence and brand …
S Tayal, K Rajagopal - 2023 7th International Conference on …, 2023 - ieeexplore.ieee.org
Metaverse has attained global attention since its announcement, and several discussions and analyses have been actively going on in the current research for the past year. The …
The rapid expansion of social commerce (S-commerce) has necessitated the development of effective advertising strategies. Despite claims that gamification offers several benefits …