What we do not know about advergames: a literature review
IntroductionThis study presents the findings of a systematic literature review on the academic study of advergames. The evolution of the marketing paradigm has recently opened new avenues for the study of advergames, such as understanding how the brand narrative could be used within a game to achiev...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2023-08-01
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| Series: | Frontiers in Communication |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2023.1155899/full |