Consumers' psychological reactance and ownership in in-game advertising

Purpose The study explores the effect of game flow, game enjoyment and game customization on consumers' attitudes toward the game (ATG). It also examines the relationship between consumers' ATG and attitude toward the in-game advertising (IGA) brand. Design/methodology/approach The study used SEM and PROCESS MACRO to analyze the results. Findings The study asserts the significant role of game flow, game customization and game enjoyment as...