Respon Konsumen pada Mobile Advergames: Intrusiveness dan Irritation
Abstract. Increasing adoption of mobile advergames to deliver marketing messages has not been followed by empirical findings to support its effectiveness. This research attempts to examine the effect of mobile advergames intrusiveness on consumer irritation, attitudes, and purchase intention. This i...
Main Author: | Sony Kusumasondjaja |
---|---|
Format: | Article |
Language: | English |
Published: |
Institut Teknologi Bandung
2016-12-01
|
Series: | Jurnal Manajemen Teknologi |
Subjects: | |
Online Access: | http://journal.sbm.itb.ac.id/index.php/mantek/article/view/1876 |
Similar Items
-
A Efetividade das Estratégias de Advergaming: um Estudo Experimental comparando Advergames e In-game Advertisings
by: Izabella Bueno Fernandes, et al.
Published: (2018-04-01) -
ADVERGAMES: CHARACTERISTICS, LIMITATIONS AND POTENTIAL
by: Gurau Calin
Published: (2010-07-01) -
FACTORS RESPONSIBLE FOR CONSUMER’S ATTITUDE TOWARDS ADVERGAMES
by: Ghirvu Alina
Published: (2013-07-01) -
LOCATION-BASED ADVERTISING: INTRUSIVENESS AND IRRITATION
by: Senny Handayani Suarsa
Published: (2020-09-01) -
The impact of smartphone advergames characteristics on purchasing intentions: the mediating role of game involvement
by: Rana K. Al-Soluiman, et al.
Published: (2020-09-01)