Valaei, Naser; Bressolles, Gregory; Khan, Hina; Low, Yee Min - In: Industrial Management & Data Systems 122 (2021) 1, pp. 78-106
Purpose: Even though there is a noticeable market value in the mobile gaming apps industry, there has been limited research examining experiential value of gamers with respect to in-game ads in gaming apps. This study fills the void in the literature by examining factors associated with...