Video game technology is changing from 2D to 3D and virtual reality (VR) graphics. In this
research, we analyze how an identical video game that is either played in a 2D …

This study presents a review of the advertising literature published in the Journal of
Interactive Advertising (JIAD) through the application of a paradigm funnel. The technique is …

Designers of visual communication material want their material to attract and retain attention.
In marketing research, heat maps, dwell time, and time to AOI first hit are often used as …

Emotional design for multimedia learning can be implemented primarily using aesthetic
design elements (eg, color, shape and layout); however, we still have limited understanding …

Several studies on in-game advertising have shown that, in line with flow theory, enjoyment
increases brand recall. Others, in line with Lang's limited capacity model of motivated …

This study investigates the effects of advergame customization features and trust in the
brand advertised in the advergame on players' brand attitude and personal information …

This book examines the brief yet accelerated evolution of newsgames, a genre that has
emerged from puzzles, quizzes, and interactives augmenting digital journalism into full …

The article aims to find out the impact of brand name used in the movie song lyrics on its
brand equity, consumer attitude, and brand personality. It is a primary research, which …

Over the past decade, video games have dramatically risen in popularity, and marketers
have started recognizing the research opportunities video games provide. However, much of …

Purpose The study explores the effect of game flow, game enjoyment and game
customization on consumers' attitudes toward the game (ATG). It also examines the …