Faculty Publications

Advertising In Digital Games: A Bibliometric Review

Document Type

Article

Keywords

Advergame, bibliographic coupling, bibliometrics, co-citation analysis, in-game advertising

Journal/Book/Conference Title

Journal of Interactive Advertising

Volume

19

Issue

3

First Page

204

Last Page

218

Abstract

Over the past decade, persuasive games (advergaming) and advertising in games (in-game advertising [IGA]) have been two types of engaging technology for promoting brands. This study examines how research on advertising within digital gaming has developed and evolved. The authors compile bibliometric data using the Web of Science, create a citation-based knowledge map, and explore the current state of research on advertising in digital games. Specifically, we employ bibliographic coupling and co-citation analysis methods and visually illustrate bibliometric networks. We discuss the topical relations and themes of advergaming and IGA research and further provide a robust road map for future research.

Department

Department of Marketing and Entrepreneurship

Original Publication Date

9-2-2019

DOI of published version

10.1080/15252019.2019.1699208

Repository

UNI ScholarWorks, Rod Library, University of Northern Iowa

Language

en

Link to Full Text

Comments?

Share

COinS