The Effects of Branded Content Characteristics on Brand Attachment: Focusing on the Mediating Effect of Flow Experience

Key Points

• This research investigates how the unique characteristics of branded content affect brand attachment through the mediating role of flow experience.
• Conducted online and offline surveys targeting consumers in their 20s and 30s
• Utilized SPSS 21.0 and PROCESS Macro (Model 4) for data analysis
• Examined the effects of empathy, creativity, and indirectness on brand attachment
• Empathy and indirectness of branded content directly influence brand attachment with partial mediation through flow experience.
• Creativity fully mediates the effect on brand attachment through flow experience.
• The study indicates different roles of flow experience in relating branded content characteristics to brand attachment.