The study examines the influence of endorser credibility on brand placement effectiveness
in reality shows through different placement appeals. In addition, it explores the direct and …

Para construir un conocimiento válido y fiable es fundamental tener una definición precisa
de los conceptos. La coherencia terminológica es esencial para utilizar un marco …

Videogames have become the world's favorite pastime, which is why brands integrate their
logos on them, a technique called product placement. While most research has focused on …

This research analyzed the strategies used by eSports streamers to influence the League of
Legend community when making a purchase or brand choice and what is the perception of …

En la actualidad, el colectivo adolescente es «nativo digital», es decir, son individuos que
han nacido y crecido con la tecnología. Desde la comunicación publicitaria, el salto hacia la …

The number of Indonesians watching Korean dramas has drastically increased since the
Covid-19 pandemic. Many sequences in Korean dramas display the involvement of …

This research analyzes how in-game advertising within the video game Fortnite can affect
the user experience. Currently, brands are looking for new formats to approach their users …

Gli Edugames, in quanto giochi educativi che si avvalgono dell'ausilio dei motori grafici dei
videogames, sono oggi dei mezzi non solo per rinsaldare la sfera ludica, bensì per fungere …

Advertising strategies evolve from technological innovation, thus, advertising in traditional
media has moved to digital advertising, however the advertising infoxication on the internet …

Edugames characterize multimedia products useful for the training of the student, for his
education through the help of the video game, which today represents one of the means …