Do pop-up ads in online videogames influence children�s inspired-to behavior?

• Main Authors: Abbasi, A.Z., Rehman, U., Ting, D.H., Quraishi, M.A.
• 格式: Article
• 出版: Emerald Group Holdings Ltd. 2021
• 在線閱讀: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85121578573&doi=10.1108%2fYC-06-2021-1347&partnerID=40&md5=1059334b10e58937efffa510926a3e86; http://eprints.utp.edu.my/30272/

Purpose: Advertising through the videogame has become one of the most effective and prevalent channels of advertisement, especially via pop-up ads � appearing on the screen that interrupts children�s gaming activity. Despite its importance, the effectiveness of pop-up ads and its advertising val...