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Analysing mobile advergaming effectiveness: The role of game repetition, flow, and brand familiarity
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 ...
The role of flow for mobile advergaming effectiveness
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 ...