Branded social games : impact of player's behaviors on brand equity.

Summary Branded social games represent a new advertising concept used by marketers to interact with their social community on social media. Their objectives are to drive traffic, reach prospective customers, and increase brand awareness. Their effectiveness on brand equity, the flow experience, and the influence on consumers' perceptions still remain to be answered. The aim of our research is to measure the effects of participation in a branded social game on the brand equity? In this way, we conduct two studies. The preliminary study examines the relationship between player's performance and antecedents of the flow experience. The results demonstrate that players having a medium score perceive more challenge than those with a high score. They also believe more in their ability to succeed the game than those with a low score. From this result, we have studied this category of players. In a second study, we have found that the participation in a branded social game tend to promote the flow experience, facilitate the learning process and modify brand perceptions.