The impact of smartphone advergames characteristics on purchasing intentions: the mediating role of game involvement

This research aimed to investigate the impact of smartphone advergames characteristics on purchasing intentions. Four dimensions were considered (irritation, entertainment, credibility, and informativeness). To achieve this aim, the researchers developed a model based on literature reviews and previ...

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Detalhes bibliográficos
Main Authors: Rana K. Al-Soluiman, Abdallah Q. Bataineh, Sameer M. Al-Jabaly, Hanadi A. Salhab
Formato: Artigo
Idioma:Inglês
Publicado em: LLC "CPC "Business Perspectives" 2020-09-01
Colecção:Innovative Marketing
Assuntos:
advergames
credibility
entertainment
informativeness
irritation
Jordan
Acesso em linha:https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/14031/IM_2020_03_Al-Soluiman.pdf
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