What is it about?
The purpose of this paper is to assess the content of food industry web sites targeting children by advergames with the purpose of granting brand loyalty and trust toward the products of certain companies in Hungary.
Why is it important?
A content analysis of advergames has not yet been conducted in Hungary. By introducing psychological factors, the present paper can contribute to finding additional approaches to understand the effects of advergames on children.
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This page is a summary of: The content analysis of advergames in Hungary, Qualitative Market Research An International Journal, June 2011, Emerald, DOI: 10.1108/13522751111137514.
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