Get in the Game: The Effects of Game-Product Congruity and Product Placement Proximity on Game Players’ Processing of Brands Embedded in Advergames (original) (raw)

This study investigates how game-product congruity and product placement proximity influence players' processing of brands in advergames. As advergames gain popularity, understanding their impact on brand recall, attitudes, and player behavior becomes crucial, especially among younger demographics. The research identifies gaps in existing literature on implicit memory traces and the flow state in gaming, calling for more comprehensive studies to assess how these factors affect marketing effectiveness in advergames.