Children and advergame: the role of presence, flow and persuation knowledge

SANTIRIANINGRUM SOEBANDHI, 041317157311 and Sri Hartini and Sri Gunawan (2018) Children and advergame: the role of presence, flow and persuation knowledge. International Journal Electronic Business, 14 (4). pp. 293-308. ISSN 1470-6067, eISSN: 1741-5063

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Entertainment offered in advergame can make it difficult for children to understand the message conveyed. Therefore, further investigation on its effectiveness as marketing tool is needed. In this study, we analyse the role of presence, flow, and persuasion knowledge on children's attitudes and intention to buy product advertised in the advergame. Two hundred 10-12-year-old children from public and private schools in Jakarta and Surabaya have participated in this study. The results show that presence has a positive impact on advergame attitude. The prediction stating that flow has a positive impact on advergame and brand attitude is not proven. The increasing persuasion knowledge only shows the impact on brand attitude. Advergame attitude shows a positive impact on brand attitude and not in purchase intention; whereas brand attitude shows a positive impact on children's intention to buy. Based on the findings, suggestions concerning future research and managerial implications are proposed.

Item Type: Article
Uncontrolled Keywords: children; presence; flow; persuasion knowledge; attitude; purchase intention; advergame.
Subjects: B Philosophy. Psychology. Religion
B Philosophy. Psychology. Religion > BD Speculative Philosophy > BD143-236 Epistemology, Theory of Knowledge
H Social Sciences
H Social Sciences > HF Commerce > HF5549-5549.5 Personnel management. Employment
Divisions: 04. Fakultas Ekonomi dan Bisnis > Manajemen
Sri HartiniNIDN0025106502
Sri GunawanNIDN0022126203
Depositing User: Tn Sugeng Riyanto
Date Deposited: 21 Apr 2021 13:16
Last Modified: 21 Apr 2021 13:16
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