Impact of Advergames on Consumer Behaviour: A Study Based on Flow Theory

Alaa Hanbazazah, Pro.Carlton Reeve and Mohammad Abuljadail

International Business Research, 2022, vol. 15, issue 12, 64

Abstract: This study aimed to investigate the impact of advergames on consumer behavior from the perspective of flow theory. The analysis was quantitative, and 482 participants from a university in Saudi Arabia and the United Kingdom were recruited using a random sampling technique. A survey questionnaire was designed to collect data, which were analyzed using the Statistical Package of Social Sciences version 23.0 (SPSS). Descriptive statistical analysis using means and standard deviations was performed. A multiple regression test was used to check the relationships between the independent and dependent variables. The study found that factors such as skill activation, challenge, persuasion, interactivity, and flow experience significantly impacted consumer behavior while playing advergames. The study concluded that while designing advergames, these factors of flow theory should be kept in mind to make consumers more susceptible to advertising messages.

Date: 2022
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://ccsenet.org/journal/index.php/ibr/article/download/0/0/48039/51621 (application/pdf)
https://ccsenet.org/journal/index.php/ibr/article/view/0/48039 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibn:ibrjnl:v:15:y:2022:i:12:p:64

Access Statistics for this article

More articles in International Business Research from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().