COM Research Seminar: A Synthesis on Flow in the Metaverse for Branding and A Neuroscience Study of Flow Experience in Video Gaming using Electroencephalogram (EEG) by Prof Fiona NAH

26 Feb 2024 (Mon)

On February 26, 2024, Professor Fiona Nah, an esteemed scholar in the Department of Media and Communication at the City University of Hong Kong, conducted a seminar titled "A Synthesis on Flow in the Metaverse for Branding and A Neuroscience Study of Flow Experience in Video Gaming using Electroencephalogram (EEG)." During the seminar, Prof. Nah presented a compelling synthesis of the literature exploring factors that contribute to the flow experience in the metaverse, crucial for branding. She followed this with the presentation of a neuroscience-based experiment that leveraged electroencephalogram (EEG) technology to unpack the neural underpinnings of flow during video gaming. By examining how flow can be facilitated and measured in human-computer interactions, Prof. Nah's work provides a fresh perspective on system design and usability evaluation. The research discussed at the seminar offered actionable insights for system designers to enhance user experience by aligning with the flow state, potentially maximizing the marketing and branding effectiveness of their platforms. The seminar attracted approximately 20 individuals, including faculty members, Ph.D. students, and scholars from various disciplines.