Online Promotional Games: Impact of Flow Experience on Word-of-Mouth and Personal Information Sharing

Abstract

The present article explores the influence of the Flow Experience on the electronic word-of-mouth on online promotional games. It introduces the Flow concept. In the study individuals were invited to play a branded online game. The results of the study indicated that the flow experience depends on the balance between requiered skills and challenges and the Flow Experience relates positively with the decision of sharing personal information with the brand.