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Viral Promotional Advergames: How Intrinsic Playfulness and the Extrinsic Value of Prizes Elicit Behavioral Responses

Bibliographic reference Zhenzhen Zhao ; Renard, Damien. Viral Promotional Advergames: How Intrinsic Playfulness and the Extrinsic Value of Prizes Elicit Behavioral Responses. In: Journal of Interactive Marketing,
Permanent URL http://hdl.handle.net/2078.1/189965