haku: @journal_id 1668 / yhteensä: 273
viite: 29 / 273
Tekijä: | Nicovich, S.G. |
Otsikko: | The effect of involvement on ad judgement in a computer-mediated environment: The mediating role of presence |
Lehti: | International Journal of Advertising
2010 : VOL. 29:4 p. 597-620 |
Asiasana: | advertising communication |
Vapaa asiasana: | word-of-mouth communication environment |
Kieli: | eng |
Tiivistelmä: | 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. |
SCIMA