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Engaging Consumers with Advergames: an Experimental Evaluation of Interactivity, Relevancy and Expectancy

Jerry Wenjie Ping, Khim-Yong Goh, Hock-Hai Teo. Engaging Consumers with Advergames: an Experimental Evaluation of Interactivity, Relevancy and Expectancy. In Rajiv Sabherwal, Mary Sumner, editors, Proceedings of the International Conference on Information Systems, ICIS 2010, Saint Louis, Missouri, USA, December 12-15, 2010. pages 221, Association for Information Systems, 2010. [doi]

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Jerry Wenjie Ping

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Khim-Yong Goh

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Hock-Hai Teo

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