TY  - JOUR
TI  - THE EFFECT OF IN-GAME PRODUCT PLACEMENT ON ATTITUDE TOWARDS IN-GAME ADVERTISEMENTS AND IN-GAME PURCHASE INTENTION: A STUDY ON YOUNG CONSUMERS
AB  - 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.
AU  - Özdemir, Erkan
AU  - Akhan, Can Efecan
DO  - 10.18070/erciyesiibd.990855
PY  - 2022
JO  - Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
VL  - 0
IS  - 61
SN  - 1301-3688
SP  - 385
EP  - 406
DB  - TRDizin
UR  - http://search/yayin/detay/1071983
ER  -