The role of flow for mobile advergaming effectiveness

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.

The Asian Conference on Arts & Humanities 2021 Official Conference Proceedings

“…Experience with the game is mainly concerned with flow and other factors associated with user's engagement. Several authors examined the concept of flow (Catalán et al, 2019a;Catalán et al, 2019b;Chia-Wen et al, 2017;Gurău, 2008;Ham et al, 2016;Hartini, 2020;Hernandez, 2011;Renard & Zhao, 2016). Renard and Zhao (2016) conducted a research in which they compared flow with boredom, anxiety or apathy, while Chia-Wen et al ( 2017) measured flow in relation to either high or low engagement.…”

“…Renard and Zhao (2016) conducted a research in which they compared flow with boredom, anxiety or apathy, while Chia-Wen et al ( 2017) measured flow in relation to either high or low engagement. Meanwhile, Catalán et al (2019b) defined flow as a measure of total enjoyment. Another study by Ham et al's (2016) supports connection between flow and entertainment.…”

“…Another study by Ham et al's (2016) supports connection between flow and entertainment. Based on these views and definitions, the concept of flow was characterized by high level of control and skill, telepresence, focused attention, involvement in the game, as well as high degree of challenge, playfulness, concentration levels, and arousal (Catalán et al, 2019b;Çadırcı and Gungor, 2019;Goh and Ping, 2014;Sukoco and Wu, 2011;Vashisht and Sreejesh, 2015). One author also examined the opposite of flow, defined as intrusiveness (Martí-Parreño et al 2013).…”

“…This was supported by the findings of Hernandez (2011), which revealed that arousal (a component of flow) has a significant impact on the attitude towards advergames. Moreover, entertainment, telepresence, and playfulness (components of flow) were established as major drivers of brand attitudes (Bellman et al 2014;Catalán et al, 2019b;Martí-Parreño et al 2013;Renard & Zhao, 2016).…”

Understanding drivers and outcomes of brand attachment in mobile branded apps

“…Consumers are constrained by a smaller focus area, cumbersome controls and information is often processed while carrying out other activities, such as attending meetings, walking or sometimes driving (Keith et al, 2011), thus affecting attention and focus. Mobile computing activities foster flow states, in which consumers experience a continuous stream of psychological rewards, in the absence of mindful thinking (Catal an et al, 2019;Cano et al, 2017). As such, mobile application (app) designers must design apps that can influence consumer attitudes and behavior under these constraints.…”