The role of flow for mobile advergaming effectiveness
Purpose Based on flow theory, the purpose of this paper is to explain why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions, as well as the factors that affect players’ flow experience. Design/methodology/approach Data from 212 participants who played a mobi...
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| Veröffentlicht in: | Online information review 2019-11, Vol.43 (7), p.1228-1244 |
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| creator | Catalán, Sara Martínez, Eva Wallace, Elaine |
| description | Purpose
Based on flow theory, the purpose of this paper is to explain why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions, as well as the factors that affect players’ flow experience.
Design/methodology/approach
Data from 212 participants who played a mobile advergame was analysed. Structural equation modelling with PLS was used to test the research model.
Findings
The results reveal that challenge, interactivity, focused attention and telepresence significantly influence the flow experience while playing mobile advergames. Results also show that the greater the flow, the more positive the attitude towards the featured brand and the greater the purchase intention.
Practical implications
The findings of this study are important for advertising practitioners and advergames developers as understanding the key game features that promote flow is crucial to designing engaging mobile advergames that persuade players most.
Originality/value
This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers a conceptual framework based on flow theory for understanding why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions. |
| doi_str_mv | 10.1108/OIR-06-2018-0198 |
| format | Article |
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Based on flow theory, the purpose of this paper is to explain why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions, as well as the factors that affect players’ flow experience.
Design/methodology/approach
Data from 212 participants who played a mobile advergame was analysed. Structural equation modelling with PLS was used to test the research model.
Findings
The results reveal that challenge, interactivity, focused attention and telepresence significantly influence the flow experience while playing mobile advergames. Results also show that the greater the flow, the more positive the attitude towards the featured brand and the greater the purchase intention.
Practical implications
The findings of this study are important for advertising practitioners and advergames developers as understanding the key game features that promote flow is crucial to designing engaging mobile advergames that persuade players most.
Originality/value
This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers a conceptual framework based on flow theory for understanding why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions.</description><identifier>ISSN: 1468-4527</identifier><identifier>EISSN: 1468-4535</identifier><identifier>DOI: 10.1108/OIR-06-2018-0198</identifier><language>eng</language><publisher>Bradford: Emerald Publishing Limited</publisher><subject>Advertising ; Attitudes ; Cellular telephones ; Computer & video games ; Design ; Electronic games ; Flow theory ; Hypotheses ; Marketing ; Merchandise Information ; Model testing ; Multivariate statistical analysis ; Players ; Positive Attitudes ; Product placement ; Smartphones ; Studies ; Video Games</subject><ispartof>Online information review, 2019-11, Vol.43 (7), p.1228-1244</ispartof><rights>Sara Catalán, Eva Martínez and Elaine Wallace</rights><rights>Sara Catalán, Eva Martínez and Elaine Wallace. This work is published under https://creativecommons.org/licenses/by-nc/3.0/legalcode (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.</rights><lds50>peer_reviewed</lds50><oa>free_for_read</oa><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c353t-35bddc588e35f5157f82b9b2880167e03c2065e3f134b7eacd256a2e549d68a13</citedby><cites>FETCH-LOGICAL-c353t-35bddc588e35f5157f82b9b2880167e03c2065e3f134b7eacd256a2e549d68a13</cites><orcidid>0000-0001-5268-1723</orcidid></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktohtml>$$Uhttps://www.emerald.com/insight/content/doi/10.1108/OIR-06-2018-0198/full/html$$EHTML$$P50$$Gemerald$$Hfree_for_read</linktohtml><link.rule.ids>314,776,780,961,11615,21675,27903,27904,52668,53223</link.rule.ids></links><search><creatorcontrib>Catalán, Sara</creatorcontrib><creatorcontrib>Martínez, Eva</creatorcontrib><creatorcontrib>Wallace, Elaine</creatorcontrib><title>The role of flow for mobile advergaming effectiveness</title><title>Online information review</title><description>Purpose
Based on flow theory, the purpose of this paper is to explain why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions, as well as the factors that affect players’ flow experience.
Design/methodology/approach
Data from 212 participants who played a mobile advergame was analysed. Structural equation modelling with PLS was used to test the research model.
Findings
The results reveal that challenge, interactivity, focused attention and telepresence significantly influence the flow experience while playing mobile advergames. Results also show that the greater the flow, the more positive the attitude towards the featured brand and the greater the purchase intention.
Practical implications
The findings of this study are important for advertising practitioners and advergames developers as understanding the key game features that promote flow is crucial to designing engaging mobile advergames that persuade players most.
Originality/value
This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers a conceptual framework based on flow theory for understanding why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions.</description><subject>Advertising</subject><subject>Attitudes</subject><subject>Cellular telephones</subject><subject>Computer & video games</subject><subject>Design</subject><subject>Electronic games</subject><subject>Flow theory</subject><subject>Hypotheses</subject><subject>Marketing</subject><subject>Merchandise Information</subject><subject>Model testing</subject><subject>Multivariate statistical analysis</subject><subject>Players</subject><subject>Positive Attitudes</subject><subject>Product placement</subject><subject>Smartphones</subject><subject>Studies</subject><subject>Video Games</subject><issn>1468-4527</issn><issn>1468-4535</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2019</creationdate><recordtype>article</recordtype><sourceid>XDTOA</sourceid><sourceid>ABUWG</sourceid><sourceid>AFKRA</sourceid><sourceid>AZQEC</sourceid><sourceid>BENPR</sourceid><sourceid>CCPQU</sourceid><sourceid>DWQXO</sourceid><sourceid>GNUQQ</sourceid><sourceid>GUQSH</sourceid><sourceid>M2O</sourceid><recordid>eNptkE1LAzEQhoMoWKt3jwueY5PMTjY9SvGjUChIPYfs7qRu2W1q0lb89-5SEQRPMwzv8w48jN1KcS-lMJPl_JULzZWQhgs5NWdsJHNteI6A57-7Ki7ZVUobIaTKAUcMV--UxdBSFnzm2_CZ-RCzLpRNf3L1keLadc12nZH3VO2bI20ppWt24V2b6OZnjtnb0-Nq9sIXy-f57GHBK0DYc8Cyris0hgA9Siy8UeW0VMYIqQsSUCmhkcBLyMuCXFUr1E4R5tNaGydhzO5OvbsYPg6U9nYTDnHbv7QK-opCFTCkxClVxZBSJG93selc_LJS2EGO7eVYoe0gxw5yemRyQqij6Nr6P-KPTvgGEbFj3g</recordid><startdate>20191122</startdate><enddate>20191122</enddate><creator>Catalán, Sara</creator><creator>Martínez, Eva</creator><creator>Wallace, Elaine</creator><general>Emerald Publishing Limited</general><general>Emerald Group Publishing Limited</general><scope>XDTOA</scope><scope>AAYXX</scope><scope>CITATION</scope><scope>0-V</scope><scope>0U~</scope><scope>1-H</scope><scope>7RV</scope><scope>7SC</scope><scope>7WY</scope><scope>7WZ</scope><scope>7XB</scope><scope>8AO</scope><scope>8FD</scope><scope>8FE</scope><scope>8FG</scope><scope>8FI</scope><scope>ABUWG</scope><scope>AFKRA</scope><scope>ALSLI</scope><scope>ARAPS</scope><scope>AZQEC</scope><scope>BENPR</scope><scope>BEZIV</scope><scope>BGLVJ</scope><scope>CCPQU</scope><scope>CJNVE</scope><scope>CNYFK</scope><scope>DWQXO</scope><scope>E3H</scope><scope>F2A</scope><scope>FYUFA</scope><scope>F~G</scope><scope>GNUQQ</scope><scope>GUQSH</scope><scope>HCIFZ</scope><scope>JQ2</scope><scope>K6~</scope><scope>K7-</scope><scope>L.-</scope><scope>L.0</scope><scope>L7M</scope><scope>L~C</scope><scope>L~D</scope><scope>M0C</scope><scope>M0N</scope><scope>M0P</scope><scope>M1O</scope><scope>M2O</scope><scope>MBDVC</scope><scope>NAPCQ</scope><scope>P5Z</scope><scope>P62</scope><scope>PQBIZ</scope><scope>PQEDU</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>Q9U</scope><orcidid>https://orcid.org/0000-0001-5268-1723</orcidid></search><sort><creationdate>20191122</creationdate><title>The role of flow for mobile advergaming effectiveness</title><author>Catalán, Sara ; Martínez, Eva ; Wallace, Elaine</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c353t-35bddc588e35f5157f82b9b2880167e03c2065e3f134b7eacd256a2e549d68a13</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2019</creationdate><topic>Advertising</topic><topic>Attitudes</topic><topic>Cellular telephones</topic><topic>Computer & video games</topic><topic>Design</topic><topic>Electronic games</topic><topic>Flow theory</topic><topic>Hypotheses</topic><topic>Marketing</topic><topic>Merchandise Information</topic><topic>Model testing</topic><topic>Multivariate statistical analysis</topic><topic>Players</topic><topic>Positive Attitudes</topic><topic>Product placement</topic><topic>Smartphones</topic><topic>Studies</topic><topic>Video Games</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Catalán, Sara</creatorcontrib><creatorcontrib>Martínez, Eva</creatorcontrib><creatorcontrib>Wallace, Elaine</creatorcontrib><collection>Emerald Open Access</collection><collection>CrossRef</collection><collection>ProQuest Social Sciences Premium Collection</collection><collection>Global News & ABI/Inform Professional</collection><collection>Trade PRO</collection><collection>Nursing & Allied Health Database</collection><collection>Computer and Information Systems Abstracts</collection><collection>ABI/INFORM Collection</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>ProQuest Pharma Collection</collection><collection>Technology Research Database</collection><collection>ProQuest SciTech Collection</collection><collection>ProQuest Technology Collection</collection><collection>Hospital Premium Collection</collection><collection>ProQuest Central (Alumni Edition)</collection><collection>ProQuest Central UK/Ireland</collection><collection>Social Science Premium Collection</collection><collection>Advanced Technologies & Aerospace Collection</collection><collection>ProQuest Central Essentials</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>Technology Collection</collection><collection>ProQuest One Community College</collection><collection>Education Collection</collection><collection>Library & Information Science Collection</collection><collection>ProQuest Central Korea</collection><collection>Library & Information Sciences Abstracts (LISA)</collection><collection>Library & Information Science Abstracts (LISA)</collection><collection>Health Research Premium Collection</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>ProQuest Central Student</collection><collection>Research Library Prep</collection><collection>SciTech Premium Collection</collection><collection>ProQuest Computer Science Collection</collection><collection>ProQuest Business Collection</collection><collection>Computer Science Database</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Professional Standard</collection><collection>Advanced Technologies Database with Aerospace</collection><collection>Computer and Information Systems Abstracts Academic</collection><collection>Computer and Information Systems Abstracts Professional</collection><collection>ABI/INFORM Global</collection><collection>Computing Database</collection><collection>Education Database</collection><collection>Library Science Database</collection><collection>Research Library</collection><collection>Research Library (Corporate)</collection><collection>Nursing & Allied Health Premium</collection><collection>Advanced Technologies & Aerospace Database</collection><collection>ProQuest Advanced Technologies & Aerospace Collection</collection><collection>ProQuest One Business</collection><collection>ProQuest One Education</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest Central Basic</collection><jtitle>Online information review</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Catalán, Sara</au><au>Martínez, Eva</au><au>Wallace, Elaine</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>The role of flow for mobile advergaming effectiveness</atitle><jtitle>Online information review</jtitle><date>2019-11-22</date><risdate>2019</risdate><volume>43</volume><issue>7</issue><spage>1228</spage><epage>1244</epage><pages>1228-1244</pages><issn>1468-4527</issn><eissn>1468-4535</eissn><abstract>Purpose
Based on flow theory, the purpose of this paper is to explain why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions, as well as the factors that affect players’ flow experience.
Design/methodology/approach
Data from 212 participants who played a mobile advergame was analysed. Structural equation modelling with PLS was used to test the research model.
Findings
The results reveal that challenge, interactivity, focused attention and telepresence significantly influence the flow experience while playing mobile advergames. Results also show that the greater the flow, the more positive the attitude towards the featured brand and the greater the purchase intention.
Practical implications
The findings of this study are important for advertising practitioners and advergames developers as understanding the key game features that promote flow is crucial to designing engaging mobile advergames that persuade players most.
Originality/value
This study contributes to the literature in two ways. First, it provides new insights into the effectiveness of mobile advergames, which is an under-researched area. Second, it offers a conceptual framework based on flow theory for understanding why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions.</abstract><cop>Bradford</cop><pub>Emerald Publishing Limited</pub><doi>10.1108/OIR-06-2018-0198</doi><tpages>17</tpages><orcidid>https://orcid.org/0000-0001-5268-1723</orcidid><oa>free_for_read</oa></addata></record> |
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| identifier | ISSN: 1468-4527 |
| ispartof | Online information review, 2019-11, Vol.43 (7), p.1228-1244 |
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| source | Emerald Journals; Standard: Emerald eJournal Premier Collection |
| subjects | Advertising Attitudes Cellular telephones Computer & video games Design Electronic games Flow theory Hypotheses Marketing Merchandise Information Model testing Multivariate statistical analysis Players Positive Attitudes Product placement Smartphones Studies Video Games |
| title | The role of flow for mobile advergaming effectiveness |
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