Research Laura Herrewijn

Abstract

The goal of the project is to contribute to research concerning the effectiveness of in-game advertising (IGA). We will focus on the impact of several context characteristics on the effectiveness of the advertising medium, since these characteristics may exert an important influence and our knowledge of the way they affect the processing of IGA is still limited. The context characteristics we take into account are the digital game experience of the player, frequency of exposure to in-game ads, and the nature of the game controller a game is played with.

Researcher(s)

• Promoter: Poels Karolien
• Fellow: Herrewijn Laura

Research team(s)

• Media, ICT and interpersonal relations in Organisations and Society (MIOS)

Project type(s)

• Research Project