Engaging Young Consumers with Advergames: The Effect of Presence and Flow Experience
Santirianingrum Soebandhi

Narotama University

Abstract

This study is aimed to analyze childrens evaluation of advergame and integrated brand in the game, and their desire to buy advertised products through presence and flow experience. There are 120 children aged 10-12 years participated, surely with school and parental consent. Advergame with fictional products was designed for this research purpose. The questionnaire was using four points Likert scale with smiley face icon to express respondents opinion. PLS-SEM analysis was used to process the data. The result is expected to give a contribution by providing insight into children evaluation towards advergames as advertising media and for government related to advertising policy, especially regarding advertising intended to children.

Keywords: advergame, children, flow, presence, purchase intention, smiley face Likert scale

Topic: Marketing Management