This study provides an overview of the evolution of the body of knowledge, current research
streams, potential new domains, and theoretical models of interest for neuromarketing …

Not all elements displayed in a YouTube in-stream video ad are attributable to the ad itself.
Some of those are automatically introduced by the platform, such as the countdown timer …

Neuromarketing is a widespread research methodology in marketing, and nowadays is
being employed also for the assessment of digital communication: however, no …

This study aimed to explore the effects of gameplay dynamics on players' visual attention.
We examined gameplay dynamics related to the game system, player, and context, which …

ABSTRACT Purpose/Rationale The study examines how consumers look at sponsorship
messaging embedded within Instagram images on the International Volleyball Federation's …

La investigación explora la producción académica por años sobre streaming de
videojuegos en Twitch, resaltando una falta de revisión bibliográfica previa. El estudio usa …

Given the growing interest in immersive gaming experiences, particularly within the horror
genre, there is a rising demand for sophisticated and engaging game mechanics. However …

This study investigated the effects of eSports sponsorship announcements on the market
value of Japanese sponsoring companies and changes in such effects since the COVID-19 …

This study aims to investigate the attention cognitive process while watching sports
advertisements in interested and non-interested people using electroencephalogram …

Wagners Definition von eSports aus dem Jahr 2006 war eine der ersten akzeptierten
eSports-Definitionen. Demnach beschreibt eSports „einen Bereich sportlicher Aktivitäten, in …