Get started
Author

Martin K. J. Waiguny

Observed names: M. K. J. Waiguny, Martin K.J. Waiguny, Martin KJ Waiguny, Martin Waiguny, Waiguny, Martin K. J.
ORCID: 0000-0003-3091-3698
Observed ORCID: 0000-0003-3091-3698
OpenAlex ID: A5074812953
Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children
2012 · Martin K.J. Waiguny, Michelle R. Nelson, et al. · Journal of Marketing Communications · 126
How Advergame Content Influences Explicit and Implicit Brand Attitudes: When Violence Spills Over
2013 · Martin K.J. Waiguny, Michelle R. Nelson, et al. · Journal of Advertising · 113
Insights Into the Impact of Online Physician Reviews on Patients’ Decision Making: Randomized Experiment
2015 · Sonja Grabner-Kräuter, Martin KJ Waiguny · Journal of Medical Internet Research · 107
The Relationship of Persuasion Knowledge, Identification of Commercial Intent and Persuasion Outcomes in Advergames—the Role of Media Context and Presence
2013 · Martin K. J. Waiguny, Michelle R. Nelson, et al. · Journal of Consumer Policy · 102
The Persuasive Power of Advergames: A Content Analysis Focusing on Persuasive Mechanisms in Advergames
2016 · Johanna Roettl, Martin Waiguny, et al. · Australasian Marketing Journal (AMJ) · 53
Twenty years of research on gamified advertising: a systematic overview of theories and variables
2022 · Z. M. C. van Berlo, E. A. van Reijmersdal, et al. · International Journal of Advertising · 44
PDF
Positive or Negative Effects of Technology Enhancement for Brand Placements? Memory of Brand Placements in 2D, 3D, and 4D Movies
2016 · Ralf Terlutter, Sandra Diehl, et al. · Media Psychology · 39
Performance Monitoring of CRM Initiatives
2007 · Sonja Grabner-Kraeuter, Gernot Moedritscher, et al. · Hawaii International Conference on System Sciences (HICSS) · 38
Consequences of Customer Confusion in Online Hotel Booking
2005 · Kurt Matzler, Martin Waiguny · Springer eBooks · 36
Differences in Children’s Processing of Advergames and TV Commercials
2011 · Martin K. J. Waiguny, Ralf Terlutter · Gabler eBooks · 35
Spoiled for Choice: Consumer Confusion in Internet-Based Mass Customization
2007 · Kurt Matzler, Martin Waiguny, et al. · DOAJ (DOAJ: Directory of Open Access Journals) · 29
Psychological processing of In-Game advertising and advergaming: Branded entertainment or entertaining persuasion?
2012 · Michelle R. Nelson, Martin Waiguny · 23
The influence of advergames on consumers' attitudes and behaviour: an empirical study among young consumers
2011 · Martin K.J. Waiguny, Ralf Terlutter, et al. · International Journal of Entrepreneurial Venturing · 22
How Style, Information Depth and Textual Characteristics Influence the Usefulness of General Practitioners’ Reviews
2015 · Maree Lockie, Martin K.J. Waiguny, et al. · Australasian Marketing Journal (AMJ) · 20
So Many Things to Do! How Multitasking Affects Memory and Attitude for Product and Brand Placements
2014 · Thuthi Gunawardena, Martin K.J. Waiguny · Australasian Marketing Journal (AMJ) · 14
Children’s consumption culture development through Christmas myths: ethical implications
2021 · Ann-Marie Kennedy, Martin K.J. Waiguny, et al. · Young Consumers Insight and Ideas for Responsible Marketers · 13
PDF
Consumer perceptions of sustainability labels for alternative food networks
2023 · Birgit Teufer, Martin K.J. Waiguny, et al. · Baltic Journal of Management · 12
PDF
The influence of online social networks on performance of small and medium enterprises: an empirical investigation of the online business to business network XING
2015 · Melanie E. Zaglia, Martin K.J. Waiguny, et al. · International Journal of Entrepreneurial Venturing · 10
Effects of Online Review Response Strategies on Attitudes toward the Hotel
2015 · Heike Kniesel, Martin K. J. Waiguny, et al. · Springer eBooks · 8
Usability, Emotions and Customer Satisfaction in Online Travel Booking
2007 · Kurt Matzler, Martin Waiguny, et al. · Springer eBooks · 8
Gender-fair language and diversity labels in German job ads impacting job attraction: findings from two experimental studies
2025 · Denise F. Kleiss, Martin K.J. Waiguny · Equality Diversity and Inclusion An International Journal · 6
PDF
Who gains, who loses? Recall and recognition of brand placements in 2D, 3D and 4D movies
2013 · Ralf Terlutter, Sandra Diehl, et al. · Tuwhera (Auckland University of Technology) · 5
PDF
Investigating the Entertainment–Persuasion Link: Can Educational Games Influence Attitudes Toward Products?
2013 · Martin K. J. Waiguny · EAA series · 5
When Xmas Wishes are Brands: Wishing Behavior of Children
2012 · Martin K. J. Waiguny, Alexandra Pevny, et al. · Gabler Verlag eBooks · 4
Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children
2010 · Martin Waiguny, Ralf Terlutter · Gabler eBooks · 4
Works count: 56
Citation count: 898
H-index: 14
I10-index: 18
Year
Topic
Type