Title: Mobile advergame: analysis of flow, attitudes and competitor trait as the moderating variable

Authors: Sri Hartini

Addresses: Faculty of Economic and Business, Universitas Airlangga, Surabaya, Indonesia

Abstract: The focus of this study will be on mobile advergame as the communication media of online marketing. Mobile advergame is a video game which in some ways it contains an advertisement for a product, a service or a company. This study examines the relationships of consumer flow, attitude towards mobile advergame, attitude towards brand and consumer characteristics, especially competitor trait as the moderating variable. This study used quantitative approach with hypothetical analysis. To collect the data, this study used purposive sampling method. Six mobile advergames, especially adventure genre were used in this study. A total of 162 game players as participants were involved in the survey. The participants were obtained when they were playing the mobiles advergame. The result shows that consumer flow influences the attitude towards mobile advergame and competitor trait moderates the relationships. Attitude towards mobile advergame influences attitude towards brand. Consumer flow does not influence attitude towards brand and competitor trait does not moderate relationship flow on attitudes towards brand.

Keywords: flow; attitude; competitor trait; mobile advergame.

DOI: 10.1504/IJMLO.2020.108193

International Journal of Mobile Learning and Organisation, 2020 Vol.14 No.3, pp.322 - 337

Received: 05 Oct 2018
Accepted: 20 Mar 2019
Published online: 06 Jul 2020 *

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