OYUN İÇİ ÜRÜN YERLEŞTİRMENİN OYUN İÇİ REKLAMLARA YÖNELİK TUTUM VE OYUN İÇİ SATIN ALMA NİYETİNE ETKİSİ: GENÇ TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA

Abstract

Brands and advertisers constantly seek new ways to target audiences shifting towards the digital world and media digitalization who search for new ways to reach and persuade their audiences. The game industry is one of the most affected sectors by those rapid developments. Online games are indispensable entertainment tools of the technology age. As a result, businesses have begun to devote a significant portion of their advertising budgets to in-game advertising campaigns and applications. This study aims to reveal the effect of in-game product placement on young consumers' attitudes towards in-game advertisements and attitudes' effect on their purchase intention. The study was conducted on undergraduate students, and a convenience sampling method was used. As a result, it was found that in-game product placement practices had a negative effect on the attitude towards in-game advertisements. On the other hand, the attitude towards the advertisement had a significant and positive effect on the purchase intention. Men's in-game product placement practices negatively affect the attitude towards in-game advertisements. In contrast, no significant effect was found for women. When the differences between these effect levels were examined, a significant difference was found between the path coefficients according to gender.