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The role of flow for mobile advergaming effectiveness
(Emerald, 2019-11-11)
Based on flow theory, this paper seeks 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. Data from 212 ...
Analysing mobile advergaming effectiveness: The role of game repetition, flow, and brand familiarity
(Emerald, 2019-01-16)
This 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 ...