Engagement, effectiveness, and brand activism in game-based marketing /

Bibliographic Details
Corporate Author:	IGI Global Online
Other Authors:	Mayadagli, Cansu (Editor), Erdem, M. Nur (Editor)
Format:	eBook
Language:	English
Published:	Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA) : IGI Global Scientific Publishing, 2026.
Subjects:	Marketing > Technological innovations. Internet marketing. Video games. Branding (Marketing) > Social aspects. Social change. Marketing > Innovations. Marketing sur Internet. Stratégie de marque > Aspect social. Brand Activism. Consumer Behavior. Culture and Population. Digital Games. Digital Marketing. Digital Technology. Economics and Economic Theory. Game-Based Marketing. Gamevertising. Gamification. Immersive Technology. Political Advertising. Sociology. Electronic books.
Online Access:	Connect to the full text of this electronic book

Table of Contents:

Foreword
Preface
Chapter 1. The Role of Gamification in Marketing Activities
Chapter 2. Watching and Playing a Video Game in Terms of Advertising Effectiveness
Chapter 3. Exploring the Impact of Game Experience on Consumer Engagement, Brand Trust, and Brand Loyalty Among Moroccan Millennials and Generation Z
Chapter 4. Political Advertising in Play: The New Arena of Digital Games
Chapter 5. New Approaches to Consumer Behavior Research Within the Scope of Gamevertising: An Evaluation Based on Neuromarketing
Chapter 6. An Inquiry at the Intersection of Serious Games and Advertising Games
Chapter 7. Brand-Player Interaction in Digital Games: The Case of McDonald's Anti-Advergame
Chapter 8. Digital Games and Brand Activism in Contemporary Marketing Communication
Chapter 9. Exploring Digital Games in the Context of Brand Activism: A Perspective for Marketing Practitioners
Compilation of References
About the Contributors
Index.