Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children

Journal of Marketing Communications

Volumn 18, Issue 1, 2012, Pages 69-89

  Waiguny, Martin K J ^a   Nelson, Michelle R ^a,b   Terlutter, Ralf ^a,b  

^a UNIVERSITY OF KLAGENFURT   (Austria)

^b UNIVERSITY OF ILLINOIS AT URBANA CHAMPAIGN   (United States)

Author keywords

advergames; challenge; children; persuasion knowledge

Indexed keywords

EID: 84857137360     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527266.2011.620766     Document Type: Article

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