ABSTRACT
This study aimed to analyze children’s evaluation of advergame, brands integrated in a game and their intention to purchase the advertised products through presence and flow experience. An advergame with its fictional products was specially designed for this study, with 120 children aged 10-12 years old as the participants. Four-point Likert scale with smiley face icon to express respondent’s opinion was used in the questionnaire. The results show that flow does not influence the attitude towards advergame and the brand, while other hypotheses are supported.
