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Acceptance of Advergames Design: A Critical Analysis from Cross-Cultural Aspect

Hanbazazah, Alaa and REEVE, Carlton (2022) Acceptance of Advergames Design: A Critical Analysis from Cross-Cultural Aspect. International Journal of Economics and Finance, 14 (5). p. 37. ISSN 1916-971X

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Abstract or description

Culture influences people’s behavior—culture differentiates people of one group from those of another group as a system of patterns. To make an advergame acceptable to a culture it is essential to understand the cultural difference as people build perceptions according to the cultural values. The present study investigates the acceptance of advergames design in cross-cultural aspects. The study analyzed the advergames design from a cross-cultural perspective. It proposed that to be culturally more relevant. The advergame should work to make the visual interference of the game look more localized to impact the consumer. The product placement should also be carefully chosen as it will help the consumer recognize the brand.

Item Type: Article
Uncontrolled Keywords: advergames, design, cross-cultural
Faculty: School of Digital, Technologies and Arts > Games Culture, PR and Management
Depositing User: Carlton REEVE
Date Deposited: 10 Jun 2022 11:32
Last Modified: 24 Feb 2023 14:03

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