Congruity of Virtual Reality In-Game Advertising

Congruity of Virtual Reality In-Game Advertising

With virtual reality (VR) video game users beginning to see beta advertisements within game play, this conceptual article adds a needed digital and interactive marketing research foundation to the new construct of VR in-game advertising (IGA) activation. New consumer VR technology continues to disru...

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Bibliographic Details
Main Authors: Joshua M. Lupinek, Jinhee Yoo, Eugene A. Ohu, Eric Bownlee
Format: Article
Language:English
Published: Frontiers Media S.A. 2021-10-01
Series:Frontiers in Sports and Active Living
Subjects:
virtual reality (VR)
In-Game Advertising (IGA)
marketing
video gaming
congruity
telepresence
Online Access:https://www.frontiersin.org/articles/10.3389/fspor.2021.728749/full

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https://www.frontiersin.org/articles/10.3389/fspor.2021.728749/full

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