THE ROLE OF ADVERGAME PERCEPTION ON ATTITUDE AND BEHAVIOR INTENTION

Yıl 2019, Cilt: 7 Sayı: 2, 1341 - 1371, 30.09.2019

Yasemin Bozkurt

https://doi.org/10.19145/e-gifder.562486

Cited By: 1

Öz

In recent
years, entertainment-centered advertising has been used to capture young consumers
in particular. There are also adver games among the practices that bring together
brands with entertainment. Advergame, which are prepared on the basis of video
games, are impressive advertising practices designed for a single brand. Since
it was designed by combining entertainment with the brand in the center, it
attracts the attention of today's digital consumers. However, although the adver
games have video game features, as a result it is an ad practice. Therefore, it
is estimated that the perception of consumers regarding advergame in the context
of game-advertising duality will affect their attitude towards the game and the
brand, and thus the behavior intention towards the brand. This study aims to reveal
the relationship between the perception of advergame, game-brand attitude and the
behavior intention towards the brand, since there are no studies dealing with this
issue in the literature. The results of a semi-experimental study with 620
people aged 18-24 who play video games Show that the advergame is perceived as
a game, although it is known that the ads are designed for a commercial purpose.
It was determined that the perception of the player, regardless of what it was,
did not affect the attitude towards the advergame and brand and behavior
intention toward the brand.

Anahtar Kelimeler

Advergame, attitude, perception, behavior intention, , Brandedentertainment

TUTUM VE DAVRANIŞ NİYETİ ÜZERİNDE OYUN REKLAM ALGISININ ROLÜ

Öz

Teknolojik gelişmeler ve bu gelişmelerle birlikte farklı unsurların
etkisiyle tüketici özelliklerinde yaşanan değişimler, reklamcılık sektörünü
tüketici ya da müşterilerine ulaşmak için farklı iletişim çalışmalarına ve
kanallara yönlendirmiştir. Özellikle genç tüketicileri yakalayabilmek için son
yıllarda eğlence merkezli reklamcılık çalışmaları kullanılmaktadır. Eğlence
içerikli uygulamalarla markaların bir araya getirilerek yapılan çalışmalar
arasında oyun reklamlar da bulunmaktadır. Her geçen gün farklı tasarım ve gerçeklik
algısı özellikleriyle video oyunlar temelinde hazırlanan oyun reklamlar, bir
tek marka için özel olarak tasarlanan etkileyici reklam çalışmalarıdır.
Merkezinde eğlenceyle markayı birleştirerek tasarlandığı için, özellikle
günümüzün dijital tüketicilerin ilgisini çekmektedir. Tüketici oyuncuları
kendisine çekmesi, günümüzün dijital gelişmelerine uygun olması, dolayısıyla
reklam verenlerin de bu uygulamaları kullanmaya yönelmesi, akademik
çalışmaların da bu uygulamaların etkisini farklı açılardan incelemeye
yöneltmiştir.  Ancak oyun reklamlar video oyun özelliklerine sahip
olmasına rağmen, sonuç olarak bir reklam uygulamasıdır. Dolayısıyla
tüketicilerin oyun-reklam ikililiği çerçevesinde oyun reklamla ilgili sahip
olduğu algının, oyuna ve markaya yönelik tutumunu, dolayısıyla markaya yönelik
davranış niyetini farklı etkileyeceği tahmin edilmektedir. Literatürde bu
konuyu ele alan herhangi bir çalışmaya rastlanmadığı için bu çalışma, oyun
reklam algısı, oyun-marka tutumu ve markaya yönelik davranış niyeti arasındaki
ilişkiyi ortaya çıkarmayı amaçlamaktadır. Video oyun oynayan 18-24 yaş arası
620 kişiyle yapılan yarı deneysel çalışma sonucunda elde edilen sonuçlar, oyun
reklamların ticari bir amaç için tasarlandığı bilincine sahip olunsa da oyun
olarak algılandığını göstermektedir. Ne olduğu fark etmeksizin oyuncunun sahip
olduğu bu algının, oyuna ve markaya yönelik tutumla markaya yönelik davranış
niyetini etkilemediği belirlenmiştir

Anahtar Kelimeler

Oyun reklam, tutum, algı, davranış niyeti, markalı eğlence

Kaynakça

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