Martin Waiguny

Martin Waiguny

Fachhochschule Krems - Krems an der Donau / Austria
Business & Management / Marketing
AD Scientific Index ID: 1403745
IMC University of Applied Sciences Krems
person_outline Martin Waiguny's MOST POPULAR ARTICLES
1-) Entertainment matters! The relationship between challenge and persuasiveness of an advergame for childrenMKJ Waiguny, MR Nelson, R TerlutterJournal of Marketing Communications 18 (1), 69-89, 20121492012
2-) The relationship of persuasion knowledge, identification of commercial intent and persuasion outcomes in advergames—the role of media context and presenceMKJ Waiguny, MR Nelson, R TerlutterJournal of Consumer Policy 37, 257-277, 20141332014
3-) How advergame content influences explicit and implicit brand attitudes: When violence spills overMKJ Waiguny, MR Nelson, B MarkoJournal of Advertising 42 (2-3), 155-169, 20131322013
4-) Insights into the impact of online physician reviews on patients’ decision making: randomized experimentS Grabner-Kräuter, MKJ WaigunyJournal of medical Internet research 17 (4), e93, 20151172015
5-) Psychological processing of in-game advertising and advergaming: branded entertainment or entertaining persuasion?MR Nelson, MKJ WaigunyThe psychology of entertainment media, 93-144, 2012732012