Martin Waiguny
Martin Waiguny
Professor and Academic Head, IMC UAS Krems
Bestätigte E-Mail-Adresse bei
Zitiert von
Zitiert von
Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children
MKJ Waiguny, MR Nelson, R Terlutter
Journal of Marketing Communications 18 (1), 69-89, 2012
How advergame content influences explicit and implicit brand attitudes: When violence spills over
MKJ Waiguny, MR Nelson, B Marko
Journal of Advertising 42 (2-3), 155-169, 2013
The relationship of persuasion knowledge, identification of commercial intent and persuasion outcomes in advergames—the role of media context and presence
MKJ Waiguny, MR Nelson, R Terlutter
Journal of Consumer Policy 37, 257-277, 2014
Insights into the impact of online physician reviews on patients’ decision making: randomized experiment
S Grabner-Kräuter, MKJ Waiguny
Journal of medical Internet research 17 (4), e93, 2015
Psychological processing of in-game advertising and advergaming: branded entertainment or entertaining persuasion?
MR Nelson, MKJ Waiguny
Routledge/Taylor & Francis Group, 2012
Spoiled for choice: Consumer confusion in Internet-based mass customization
K Matzler, M Waiguny, H Fueller
Innovative Marketing 3 (3), 7-20, 2007
Consequences of customer confusion in online hotel booking
K Matzler, M Waiguny
Information and Communication Technologies in Tourism 2005, 306-317, 2005
Performance monitoring of CRM initiatives
S Grabner-Kraeuter, G Moedritscher, M Waiguny, W Mussnig
2007 40th Annual Hawaii International Conference on System Sciences (HICSS …, 2007
Differences in Children’s Processing of Advergames and TV Commercials
MKJ Waiguny, R Terlutter
Advances in Advertising Research (Vol. 2), 35, 2011
The influence of advergames on consumers' attitudes and behaviour: an empirical study among young consumers
MKJ Waiguny, R Terlutter, ME Zaglia
International Journal of Entrepreneurial Venturing 3 (3), 231-247, 2011
The persuasive power of advergames: A content analysis focusing on persuasive mechanisms in advergames
J Roettl, M Waiguny, R Terlutter
Australasian Marketing Journal 24 (4), 275-287, 2016
Positive or negative effects of technology enhancement for brand placements? Memory of brand placements in 2D, 3D, and 4D movies
R Terlutter, S Diehl, I Koinig, MKJ Waiguny
Media Psychology 19 (4), 505-533, 2016
Persuading Playfully? The Effects of Persuasion Knowledge and Positive Affect on Children's Attitudes, Brand Beliefs and Behaviors
M Waiguny
American Academy of Advertising Conference Proceedings, 67-70, 2010
How style, information depth and textual characteristics influence the usefulness of general practitioners’ reviews
M Lockie, MKJ Waiguny, S Grabner-Kräuter
Australasian Marketing Journal 23 (3), 168-178, 2015
The influence of online social networks on performance of small and medium enterprises: An empirical investigation of the online business to business network XING
ME Zaglia, MKJ Waiguny, D Abfalter, J Müller
International Journal of Entrepreneurial Venturing 7 (1), 1-23, 2015
Dimensions and consequences of customer e-confusion in online buying behavior
K Matzler, S Bidmon, R Faullant, M Fladnitzer, M Waiguny
4th International Congress" Marketing Trends", 2005
Entertaining Persuasion: Die Wirkungen von Advergames auf Kinder
M Waiguny
Springer, 2011
Usability, emotions and customer satisfaction in online travel booking
K Matzler, M Waiguny, A Toschkov, TA Mooradian
Information and communication technologies in tourism 2006, 135-146, 2006
So many things to do! How multitasking affects memory and attitude for product and brand placements
T Gunawardena, MKJ Waiguny
Australasian marketing journal 22 (4), 288-295, 2014
Why users stay in online social networks: perceptions of value, trust, subjective norm, and the moderating influence of duration of use
S Grabner-Kraeuter, M Waiguny
American Marketing Association 22 (1), 240-249, 2011
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