The impact of social setting on the recall and recognition of in-game advertising
作者：
Highlights：
• Social setting has an impact on the awareness of in-game advertising (IGA).
• Social presence partially mediates this relationship between social setting and brand awareness.
• Playing games in an increasingly social setting negatively influences recall and recognition of IGA.
• Watching others play games positively influences recall and recognition of IGA.
摘要
•Social setting has an impact on the awareness of in-game advertising (IGA).•Social presence partially mediates this relationship between social setting and brand awareness.•Playing games in an increasingly social setting negatively influences recall and recognition of IGA.•Watching others play games positively influences recall and recognition of IGA.
论文关键词：Digital games,Social setting,In-game advertising,Social presence,Player interactivity,Experiment
论文评审过程：Received 26 September 2013, Revised 19 February 2014, Accepted 12 June 2014, Available online 9 July 2014, Version of Record 11 September 2015.
论文官网地址：https://doi.org/10.1016/j.chb.2014.06.012
