Going with the Flow: Linking Flow, Brand Attitudes, and Purchase Intent in Virtual Worlds
The purpose of this study was to examine ways to improve marketing efforts to virtual world participants on the part of brands. In addressing this issue, this study built and tested a full model of flow, separating the perceptions associated with the activity from the resulting mental state. This re...
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| Format: | Others |
| Language: | English English |
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Florida State University
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| Online Access: | http://purl.flvc.org/fsu/fd/FSU_migr_etd-3790 |
