Recent Publication

Two faculty members in the Communication Program, Soojung Kim and Joonghwa Lee, have published a lead article in the International Journal of Mobile Communications, one of the top journals in the field of Mobile Communication. The article details the effects of ad prominence and persuasion knowledge (PK) priming on game users’ responses to in-game ads, the advertised brands, and the game. Mainly focused on the effects of in-game ads in mobile games, this research provides practical implications for advertisers and game developers.

Kim, Soojung, Joonghwa Lee, Yoori Hwang, and Se-Hoon Jeong (2016), “Effects of Prominent In-Game Advertising (IGA) in Mobile Media: Cognitive, Affective, and Behavioural Outcomes and the Moderating Role of Persuasion Knowledge,” International Journal of Mobile Communications,14 (3), 203 – 225.

Link: http://www.inderscience.com/info/inarticle.php?artid=76271

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