Evangelia [Lina] Nika

Building Positively Affective Location-Based Advertising: A Study of Pokémon GO Players

With the expanding popularity of Location-Based Games and the rise of advertising therein, there exists a need to comprehend the impact of Location-Based Game Advertising (LGA). This paper seeks to identify what makes positively affective LGA, leveraging Pokémon GO as a probe. Researchers conducted twenty-seven (n=27…