000086140 001__ 86140 000086140 005__ 20200716101557.0 000086140 0247_ $$2doi$$a10.1108/OIR-06-2018-0198 000086140 0248_ $$2sideral$$a114909 000086140 037__ $$aART-2019-114909 000086140 041__ $$aeng 000086140 100__ $$0(orcid)0000-0001-5268-1723$$aCatalán, Sara$$uUniversidad de Zaragoza 000086140 245__ $$aThe role of flow for mobile advergaming effectiveness 000086140 260__ $$c2019 000086140 5060_ $$aAccess copy available to the general public$$fUnrestricted 000086140 5203_ $$aPurpose: Based on flow theory, the purpose of this paper is 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. Design/methodology/approach: Data from 212 participants who played a mobile advergame was analysed. Structural equation modelling with PLS was used to test the research model. Findings: The results reveal that challenge, interactivity, focused attention and telepresence significantly influence the flow experience while playing mobile advergames. Results also show that the greater the flow, the more positive the attitude towards the featured brand and the greater the purchase intention. Practical implications: The findings of this study are important for advertising practitioners and advergames developers as understanding the key game features that promote flow is crucial to designing engaging mobile advergames that persuade players 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 a conceptual framework based on flow theory for understanding why the use of mobile advergames can enhance players’ brand perceptions and purchase intentions. 000086140 536__ $$9info:eu-repo/grantAgreement/ES/DGA-FSE/S54-17R$$9info:eu-repo/grantAgreement/ES/MINECO/ECO2013-41257-P$$9info:eu-repo/grantAgreement/ES/MINECO-FEDER/ECO2017-82103-P 000086140 540__ $$9info:eu-repo/semantics/openAccess$$aby$$uhttp://creativecommons.org/licenses/by/3.0/es/ 000086140 590__ $$a1.805$$b2019 000086140 591__ $$aINFORMATION SCIENCE & LIBRARY SCIENCE$$b39 / 87 = 0.448$$c2019$$dQ2$$eT2 000086140 591__ $$aCOMPUTER SCIENCE, INFORMATION SYSTEMS$$b103 / 156 = 0.66$$c2019$$dQ3$$eT3 000086140 592__ $$a0.668$$b2019 000086140 593__ $$aLibrary and Information Sciences$$c2019$$dQ1 000086140 593__ $$aComputer Science Applications$$c2019$$dQ2 000086140 593__ $$aInformation Systems$$c2019$$dQ2 000086140 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion 000086140 700__ $$0(orcid)0000-0001-9307-5359$$aMartínez, Eva$$uUniversidad de Zaragoza 000086140 700__ $$aWallace, Elaine 000086140 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados 000086140 773__ $$g43, 7 (2019), 1228-1244 [17 pp.]$$pOnline inf. rev.$$tOnline Information Review$$x1468-4527 000086140 8564_ $$s283545$$uhttps://zaguan.unizar.es/record/86140/files/texto_completo.pdf$$yVersión publicada 000086140 8564_ $$s78201$$uhttps://zaguan.unizar.es/record/86140/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada 000086140 909CO $$ooai:zaguan.unizar.es:86140$$particulos$$pdriver 000086140 951__ $$a2020-07-16-09:50:34 000086140 980__ $$aARTICLE