Twenty years of research on gamified advertising: a systematic overview of theories and variables
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DOI: 10.1080/02650487.2022.2143098
Abstract: Abstract Gamified advertising has received considerable attention from advertising scholars over the last two decades. In the literature, two main types of gamified advertising can be identified: in-game advertising (IGA) and advergames (AG). In this… read more here.
Keywords: systematic overview; advertising; years research; gamified advertising ... See more keywords