A Summary of Research on Flow Theory Based Interactive Mobile Advertising Design

Abstract

The digital age has seen interactive mobile advertising in abundancethat centers on user experience. The flow theory, as is the study of psychology,can be an inspiration for knowledge about the user experience. This paper, with areview of the research development of flow theory and interactive mobile advertis-ing at home and abroad, presents a detailed introduction of the research findings inflow theory. It carries out an overview of the research on interactive mobile adver-tising, highlights the relation and applicability of the flow theory to the interactivemobile advertising, and provides a research approach to the application of thetheory to the mobile advertising.