In-Game Advertising: The Effects Of Telepresence On The Attitude And Purchase Intention

This study investigates the mediation impact of attitude towards telepresence on the relationship between telepresence and users’ intentions to revisit computer games and their intention to purchase advertised product brand within the game played. Moderating effect of users’ experiences on relations...

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Bibliographic Details
Main Author:	Hussein, Zuhal
Format:	Thesis
Language:	English
Published:	2011
Subjects:	HD28-70 Management. Industrial Management
Online Access:	http://eprints.usm.my/43532/
Abstract	Abstract here

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