search query: @freeterm word-of-mouth / total: 17
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| Author: | Nicovich, S.G. |
| Title: | The effect of involvement on ad judgement in a computer-mediated environment: The mediating role of presence |
| Journal: | International Journal of Advertising
2010 : VOL. 29:4 p. 597-620 |
| Index terms: | advertising communication |
| Freeterms: | word-of-mouth communication environment |
| Language: | eng |
| Abstract: | The article examines the relations between presence, involvement and communication judgement(including word-of-mouth and advertising) in a computer-mediated communication setting. Persuasive communication was incorporated to a popular computer game to investigate the matter. Findings suggest that involvement has an effect on communication judgement and the degree of presence experienced within the environment mediates the relations. |
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