Attention to eSports advertisement : effects of ad animation and in-game dynamics on viewers’ visual attention
ESports refers to professional video gaming that is typically broadcasted with a live commentary on TV or the Internet. Despite the rapid growth of eSports industry and its potential for a valuable advertising platform, there has not been much discussion about effective advertising strategies for th...
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| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
2020
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/138991 |
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| Institution: | Nanyang Technological University |
| Language: | English |