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Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity

Sara Catalán (Department of Marketing, University of Zaragoza, Zaragoza, Spain)
Eva Martínez (Department of Marketing, University of Zaragoza, Zaragoza, Spain)
Elaine Wallace (Discipline of Marketing, National University of Ireland Galway, Galway, Ireland)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 15 July 2019

Abstract

Purpose

This paper aims to explain the effect of flow, game repetition and brand familiarity on players’ brand attitude and purchase intention in the context of mobile advergaming.

Design/methodology/approach

Data from 227 participants who played a mobile advergame were analysed. Structural equation modelling with partial least squares was used to test the research model.

Findings

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.

Research limitations/implications

The findings of this study are important for advertising practitioners and advergames’ developers as understanding the determinants of mobile advergaming effectiveness is crucial for designing successful advergames that persuade players the 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 empirical evidence of the effects of game repetition, flow and brand familiarity on mobile advergaming effectiveness.

Keywords

Acknowledgements

This study was supported by the Government of Spain, the European Regional Development Fund (project ECO2017-82103-P), and the Government of Aragón and the European Social Fund (GENERES Group S-54_17R).

Citation

Catalán, S., Martínez, E. and Wallace, E. (2019), "Analysing mobile advergaming effectiveness: the role of flow, game repetition and brand familiarity", Journal of Product & Brand Management, Vol. 28 No. 4, pp. 502-514. https://doi.org/10.1108/JPBM-07-2018-1929

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited