Levelling Up Brand Influence: A Review with the Persuasive Advergame Framework
Advergames and persuasive mechanisms have attracted attention recently as they can emerge as advertising strategies to persuade consumers. Advergames can persuade people, brand loyalty and brand memory. However, there is a lack of guidelines or framework to develop advergames applications with an em...
| Published in: | 2023 IEEE 21st Student Conference on Research and Development, SCOReD 2023 |
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| Main Author: | |
| Format: | Conference paper |
| Language: | English |
| Published: |
Institute of Electrical and Electronics Engineers Inc.
2023
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85197686955&doi=10.1109%2fSCOReD60679.2023.10563740&partnerID=40&md5=d5a47395d5e56d8f80bf3579c424faf8 |