Attitude towards Online Advergame: An Empirical Study among Saudi Consumers

Almeshal, Soad Abdullah

doi:10.30845/ijbss.v11n3a11

Cited by 4 publications

(2 citation statements)

References 21 publications

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“…Significantly, Al-Meshal (2020) observes that a survey of Saudi Arabian advergame users showed that there is a positive relationship between advergames, brand image, entertainment, and consumer engagement within this subset of advergames. Furthermore, the study found that high levels of entertainment within advergames are associated with a positive player perception of the brand being promoted (Al-Meshal, 2020).…”

Section: Purchase Intentionmentioning

confidence: 89%

“…It was deemed to be an important factor in advert placement (Diaa Ramzy et al, 2019). In specific relation to advergames, it has been found that heavy gamers are more likely to have a stronger recall of the brands promoted in advergames compared to infrequent players (Al-Meshal, 2020). As this study focuses on Saudi Arabia, it is important to look at how Saudi advergames are likely to perceive the promotions of brands through advergames.…”

Section: Purchase Intentionmentioning

confidence: 96%

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The Asian Conference on Arts & Humanities 2021 Official Conference Proceedings

2021

ACAH Official Conference Proceedings

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Digital humanities entail applying computational tools and methods to traditional humanities research. In this paper, we focus on history, which can be seen either as part of humanities or social sciences research. We approach the subject from the point of view of digital methods in humanities research and information retrieval. The purpose of this study is to explore the themes emerging in the recent literature concerning historians' changing work tasks in the digital era. We present a literature review based on a careful inspection of the focused sample of 47 conference/journal articles discussing digital humanities from the point of view of historical research and information retrieval. The results illustrate the requirements and needs of historians working with recent technology, the types of data discussed in the literature, and technologies and tools available to answer historians' needs. We observe and report recurring themes in the literature in order to give an overview of the subject.

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Section: Purchase Intentionmentioning

confidence: 89%

Section: Purchase Intentionmentioning

confidence: 96%