Gap between mobile and online advergames: the possible effects of the optimal gaming experience-flow

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dc.authorid0000-0002-7370-7504
dc.authorid0000-0003-3740-7456
dc.contributor.authorOzansoy Çadırcı, Tuğçeen_US
dc.contributor.authorSağkaya Güngör, Ayşegülen_US
dc.date.accessioned2023-07-07T06:35:14Z
dc.date.available2023-07-07T06:35:14Z
dc.date.issued2022-10-07
dc.departmentIşık Üniversitesi, İktisadi, İdari ve Sosyal Bilimler Fakültesi, İşletme Bölümüen_US
dc.departmentIşık University, Faculty of Economics, Administrative and Social Sciences, Department of Managementen_US
dc.description.abstractMobile and online advergames are likely to influence brand associations differently. Regardless of the advergame environment, successful games are capable of taking the player into the flow state. How the experience of flow influences the outcomes of the advergames in different environments is a new and an important subject for the advertisers. In order to understand the outcomes (i.e., brand recall and brand attitude) of the advergames in different mediums (online vs. mobile) with the flow introduced, a lab experiment was conducted. Results of the experiment yielded that brand recall and brand attitude were different in different environments. When the interaction of skill and challenge was introduced to the study, however, hypotheses were partially supported. Furthermore, arousal resulted in better brand recall and more positive brand attitudes in the mobile environment. Lastly, time distortion caused no difference in brand attitude, while supporting mobile in brand recall.en_US
dc.description.versionPublisher's Versionen_US
dc.identifier.citationOzansoy Çadırcı, T. & Sağkaya Güngör, A. (2022). Gap between mobile and online advergames: the possible effects of the optimal gaming experience-flow. Research Anthology on Game Design, Development, Usage, and Social Impact, 1495-1515. doi:10.4018/978-1-6684-7589-8.ch073en_US
dc.identifier.doi10.4018/978-1-6684-7589-8.ch073
dc.identifier.endpage1515
dc.identifier.isbn9781668475904
dc.identifier.isbn1668475898
dc.identifier.isbn9781668475898
dc.identifier.scopus2-s2.0-85162030309
dc.identifier.scopusqualityN/A
dc.identifier.startpage1495
dc.identifier.urihttps://hdl.handle.net/11729/5582
dc.identifier.urihttp://dx.doi.org/10.4018/978-1-6684-7589-8.ch073
dc.indekslendigikaynakScopusen_US
dc.institutionauthorSağkaya Güngör, Ayşegülen_US
dc.institutionauthorid0000-0003-3740-7456
dc.language.isoenen_US
dc.peerreviewedYesen_US
dc.publicationstatusPublisheden_US
dc.publisherIGI Globalen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.sourceResearch Anthology on Game Design, Development, Usage, and Social Impacten_US
dc.titleGap between mobile and online advergames: the possible effects of the optimal gaming experience-flowen_US
dc.typeBook Chapteren_US

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