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RESEARCH PRODUCT
Flow Theory and Online Marketing Outcomes: A Critical Literature Review
Daniel Rareş Obadăsubject
Flow (mathematics)Management sciencebusiness.industryMarketing outcomeConsumer behaviourOnline environmentGeneral EngineeringEnergy Engineering and Power TechnologyBusinessPublic relationsFlow theoryOnline advertisingConsumer behaviourdescription
Abstract The aim of this paper is to provide a critical review of flow theory - a psychological state - and its marketing outcomes in online environments. Despite the strong interest of researchers from various disciplines, adapting the flow theory to online environments has been problematic. Based on a careful examination of the literature, we identified conceptual challenges confronted when studying flow online. The paper further discusses some possible solutions for challenges and underlines the need for more studies in this research area. Finally, marketing outcomes of applying flow theory in online environment were examined.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2013-01-01 | Procedia Economics and Finance |