"Effect of nature of the game on ad-persuasion in online gaming context: ..."

Devika Vashisht, Sreejesh S. (2017)

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DOI: 10.1108/INTR-10-2014-0271

access: closed

type: Journal Article

metadata version: 2020-03-04

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Devika Vashisht, Sreejesh S.:
Effect of nature of the game on ad-persuasion in online gaming context: Moderating roles of game-product congruence and consumer's need for cognition. Internet Res. 27(1): 52-73 (2017)

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