Article in International Journal of Gaming and Computer-Mediated Simulations · October 019 doi: 10. 4018/ijgcms. 2019100103 citations reads 105 authors: Some of the authors of this publication are also working on these related projects

International Journal of Gaming and Computer-Mediated Simulations

Volume 11 • Issue 4 • October-December 2019

55

olderparticipants.Althoughbrandedentertainmentmainlytargetsyoungerconsumers,thereare

peopleofallagesenjoyingonlinegames.

Insummary,thisstudyattemptstoopenupanewperspectiveontheeffectivenessofbranded

entertainmentinthedigitalenvironment.Forthcomingresearcheswillenrichthefindingsinthis

domainandenableustounderstandthedynamicsofbrandedentertainmentbetter.

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