Intl J Res Mar
Introduction
International Journal of Research in Marketing, 42(4A)
POSTING TYPE: TOCs
Introduction to the Special Issue: The Game of Life The Role of Videogames in Marketing
—P.K. Kannan, Michael Haenlein []
Navigating toxic playgrounds: Managing reputational and financial brand safety in multiplayer video games
—Stefan F. Bernritter, Ilias Danatzis, Jana M繹ller-Herm, Francesca Sotgiu []
The impact of gender expectations on the evaluation of video game livestreaming content
—Roman Welden, Laurel Johnston, Jonathan Hasford []
Personalized game design for improved user retention and monetization in freemium games
—Eva Ascarza, Oded Netzer, Julian Runge []
Missing the forest for the trees: Does collective brand engagement help or hurt consumption for video games?
—Keith Marion Smith, Mirella Kleijnen, Yakov Bart, Koen Pauwels, John Hulland []
Focal and peripheral consumption journeys across virtual and physical realities: A study of online gaming
—Alex Baudet, Marie-Agn癡s Parmentier []
Maniac Mansion or Wing Commander? The attenuating influence of video game adoption on stress signals in times of forced isolation
—Stefanie Dewender, Raoul V. K羹bler []
The rise of the subscription model in the video game console industry: Unveiling the commercial consequences for platform owners and video game sellers
—Michiel Van Crombrugge, Stefan Stremersch []
How expansion to the Nintendo Switch impacts PC players game usage and spending: A study of an omni-channel strategy
—Wooyong Jo, Michael Lewis []
Add on or move on: Do in-game purchases help or hurt upgrading to newer game versions?
—Olga Ungureanu, Rutger van Oest, Nico Schauerte []
Exploring player cocreation dynamics on the gaming platform: Interplay of goal fulfillments, orchestration actions, and platform affordances
—Hsiu-Yu Hung, Ajay Kumar, V. Kumar, Chih-Cheng Lin, Kim Hua Tan []
The impact of use in moderation corporate social marketing (CSM) campaigns on free-to-play mobile game app usage and spending
—Yashar Bashirzadeh, Stacey L. Howard-Malek, Amanda P. Yamim, J. Andrew Petersen, Ali Nadalizadeh []