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

• Main Author: Sri Hartini
• Format: Article PeerReviewed
• Language: English; Indonesian; English; English
• Published: Inderscience Publishers 2020
• Subjects: H Social Sciences; HD5701-6000.9 Labor market. Labor supply. Labor demand; HF5410-5417.5 Marketing. Distribution of products
• Online Access: http://repository.unair.ac.id/105835/1/Sri%20Hartini_Karil%2011_Mobile%20advergame.pdf; http://repository.unair.ac.id/105835/2/Sri%20Hartini_Peer%20Review%20011.pdf; http://repository.unair.ac.id/105835/3/Sri%20Hartini_Similarity%2011-Mobile%20advergame.pdf; http://repository.unair.ac.id/105835/4/Sri%20Hartini_Bukti%20Koresponden11%20_Mobile%20advergame%20analysis.pdf; http://repository.unair.ac.id/105835/; https://www.inderscience.com/info/inarticle.php?artid=108193; https://doi.org/10.1504/IJMLO.2020.108193
• Institution: Universitas Airlangga

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...