Congruity of Virtual Reality In-Game Advertising
With virtual reality (VR) video game users beginning to see beta advertisements within game play, this conceptual article adds a needed digital and interactive marketing research foundation to the new construct of VR in-game advertising (IGA) activation. New consumer VR technology continues to disru...
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Frontiers Media S.A.,
2021-10-01T00:00:00Z.
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