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dc.contributor.authorCatalán, Sara
dc.contributor.authorMartínez, Eva
dc.contributor.authorWallace, Elaine
dc.date.accessioned2019-05-13T09:14:33Z
dc.date.available2019-05-13T09:14:33Z
dc.date.issued2019-01-16
dc.identifier.citationCatalán, Sara, Martínez, Eva, & Wallace, Elaine. Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity. Journal of Product & Brand Management, doi:10.1108/JPBM-07-2018-1929en_IE
dc.identifier.issn1061-0421
dc.identifier.urihttp://hdl.handle.net/10379/15161
dc.description.abstractThis paper seeks to explain the effect of flow, game repetition, and brand familiarity on players brand attitude and purchase intention in the context of mobile advergaming. Data from 227 participants who played a mobile advergame was analysed. Structural equation modelling with PLS was used to test the research model. The results reveal that the independent variables (i.e. game repetition and brand familiarity) significantly influence the dependent variables explored in this study (i.e. brand attitude and purchase intentions of players). Results also show that brand familiarity influences players flow experience, which in turn significantly affects players purchase intentions. The findings of this study are important for advertising practitioners and advergames developers as understanding the determinants of mobile advergaming effectiveness is crucial to designing successful advergames that persuade players most. 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 empirical evidence of the effects of game repetition, flow, and brand familiarity on mobile advergaming effectiveness.en_IE
dc.formatapplication/pdfen_IE
dc.language.isoenen_IE
dc.publisherEmeralden_IE
dc.relation.ispartofJournal Of Product & Brand Managementen
dc.subjectGamificationen_IE
dc.subjectAdvergamesen_IE
dc.subjectBrandsen_IE
dc.titleAnalysing mobile advergaming effectiveness: The role of game repetition, flow, and brand familiarityen_IE
dc.typeArticleen_IE
dc.date.updated2019-05-13T09:03:37Z
dc.identifier.doi10.1108/JPBM-07-2018-1929
dc.local.publishedsourcehttps://doi.org/10.1108/JPBM-07-2018-1929en_IE
dc.description.peer-reviewedpeer-reviewed
dc.internal.rssid15710381
dc.local.contactElaine Wallace, Dept. Of Marketing, Room 322, St. Anthony'S, Nui Galway. 2603 Email: elaine.wallace@nuigalway.ie
dc.local.copyrightcheckedYes
dc.local.versionACCEPTED
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