| 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 | 172 | 2012 |
| 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 | 133 | 2014 |
| 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 | 131 | 2013 |
| 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 | 117 | 2015 |
| Psychological processing of in-game advertising and advergaming: branded entertainment or entertaining persuasion? MR Nelson, MKJ Waiguny The psychology of entertainment media, 93-144, 2012 | 69 | 2012 |
| Spoiled for choice: Consumer confusion in Internet-based mass customization K Matzler, M Waiguny, H Fueller Innovative Marketing 3 (3), 7-20, 2007 | 68 | 2007 |
| Consequences of customer confusion in online hotel booking K Matzler, M Waiguny Information and Communication Technologies in Tourism 2005, 306-317, 2005 | 64 | 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 | 55 | 2007 |
| Differences in Children’s Processing of Advergames and TV Commercials MKJ Waiguny, R Terlutter Advances in Advertising Research (Vol. 2), 35, 2011 | 52 | 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 | 38 | 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 | 32 | 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 | 28 | 2016 |
| 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 | 26 | 2015 |
| 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 | 25 | 2010 |
| 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 | 23 | 2015 |
| Entertaining Persuasion: Die Wirkungen von Advergames auf Kinder M Waiguny Springer, 2011 | 21 | 2011 |
| 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 | 19 | 2014 |
| 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 | 18 | 2006 |
| 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 | 18 | 2005 |
| Twenty years of research on gamified advertising: a systematic overview of theories and variables ZMC Van Berlo, EA Van Reijmersdal, MKJ Waiguny International Journal of Advertising 42 (1), 171-180, 2023 | 16 | 2023 |
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