Engaging young consumers with advergames: The effect of presence and flow experience

Santirianingrum, . (2020) Engaging young consumers with advergames: The effect of presence and flow experience. CRC Press/Balkema, Taylor & Francis Group. (Unpublished)

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Abstract

This study aimed to analyze children’s evaluation of advergame, brands integrated in a game and their intention to purchase the advertised products through presence and flow experience. An advergame with its fictional products was specially designed for this study, with 120 children aged 10-12 years old as the participants. Four-point Likert scale with smiley face icon to express respondent’s opinion was used in the questionnaire. The results show that flow does not influence the attitude towards advergame and the brand, while other hypotheses are supported.

Item Type:	Other
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Sulimin BP3
Date Deposited:	28 Apr 2021 06:16
Last Modified:	28 Apr 2021 06:16
URI:	http://erepository.uwks.ac.id/id/eprint/8906

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