JCIRA: Curious and Interesting
You’re listening to “Curious and Interesting,” a two-minute podcast on what’s new and intriguing in the world of advertising research. I’m Dr. Sukki Yoon, editor of the Journal of Current Issues and Research in Advertising.
JCIRA: Curious and Interesting
44.3-2: Advertising in online gaming communities
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Sukki Yoon
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Season 44
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Episode 3
Minseong Kim & Jihye Kim (2023) How an Online Gaming Community Advertises Brands to Members: The Roles of Relational Bonds and Trust Transfer, Journal of Current Issues & Research in Advertising, 44:3, 274-294, DOI: 10.1080/10641734.2023.2191117