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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Bibliographic Details
Main Authors: Joshua M. Lupinek (Author), Jinhee Yoo (Author), Eugene A. Ohu (Author), Eric Bownlee (Author)
Format: Book
Published: Frontiers Media S.A., 2021-10-01T00:00:00Z.
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3rd Floor Main Library

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Call Number: A1234.567
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