TY  - GEN 
AU  - Bermejo-Berros, Jesús
AU  - Gil Martínez, Miguel Angel
PY  - 2023
UR  - https://uvadoc.uva.es/handle/10324/58423
AB  - Purpose - One of the problems advertising has faced has been the rising counter-argumentation in traditional media. The search for new pull marketing strategies in a culture of digital entertainment requires new and more effective forms of product...
LA  - eng
KW  - Comunicación
TI  - Advertising effectiveness of interactivity with real, transfigured, fictional and incongruent brands in narrative video games
ER  -