Sri Hartini (2020) Mobile advergame: analysis of flow, attitudes and competitor trait as the moderating variable. International Journal Mobile Learning and Organization, 14 (3). pp. 322-337. ISSN 1746-725X, eISSN: 1746-7268

	Text (Artikel) Sri Hartini_Karil 11_Mobile advergame.pdf Download (315kB)
	Text (Peer Review) Sri Hartini_Peer Review 011.pdf Download (1MB)
	Text (Similarity Test) Sri Hartini_Similarity 11-Mobile advergame.pdf Download (3MB)
	Text (Coresponding Author) Sri Hartini_Bukti Koresponden11 _Mobile advergame analysis.pdf Download (1MB)

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.

Actions (login required)

View Item