The effect of involvement on ad judgment in a video game environment - the mediating role of presence
Stefan G. NicovichLynchburg College
INTRODUCTION
The impact of computers on our daily lives over the past few years has increased dramatically....
The effect of involvement on ad judgment in a video game environment - the mediating role of presence
In this study the relationship between involvement, presence, and ad judgment in a computer-mediated communications environment was investigated.
