Concepedia

Martin Waiguny

MW

Statistics

Publications

12

Citations

626

H-Index

12

Active since

2007

Affiliations

University of Klagenfurt(Current)

Auckland University of Technology

University of Illinois Urbana-Champaign

IMC University of Applied Sciences Krems

Martin Waiguny is an author at University of Klagenfurt specializing in marketing, business, and brand management.

Publications per year

2007–2022

12

Publications

12

Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children

Martin Waiguny, Michelle R. Nelson, Ralf Terlutter · Journal of Marketing Communications · 2012 · 113 citations

Business, Marketing, Marketing Management +17

How Advergame Content Influences Explicit and Implicit Brand Attitudes: When Violence Spills Over

Martin Waiguny, Michelle R. Nelson, Bernhard Marko · Journal of Advertising · 2013 · 103 citations

Business, Marketing, Psychology +12

Insights Into the Impact of Online Physician Reviews on Patients’ Decision Making: Randomized Experiment

Sonja Grabner‐Kräuter, Martin Waiguny · Journal of Medical Internet Research · 2015 · 101 citations · Full text

Social Sciences, Behavioral Sciences, Psychology +17

The Relationship of Persuasion Knowledge, Identification of Commercial Intent and Persuasion Outcomes in Advergames—the Role of Media Context and Presence

Martin Waiguny, Michelle R. Nelson, Ralf Terlutter · Journal of Consumer Policy · 2013 · 87 citations

Social Sciences, Communication, Marketing +17

The Persuasive Power of Advergames: A Content Analysis Focusing on Persuasive Mechanisms in Advergames

Johanna Roettl, Martin Waiguny, Ralf Terlutter · Australasian Marketing Journal (AMJ) · 2016 · 44 citations

Business, Communication, Marketing +16

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