The relationship between Advergame and purchase behaviour: A study on players


Thesis Type: Postgraduate

Institution Of The Thesis: Erciyes University, İletişim Fakültesi, Halkla İlişkiler Ve Tanıtım , Turkey

Approval Date: 2021

Thesis Language: Turkish

Student: TALHA İPEK

Consultant: Mustafa Cıngı

Abstract:

Consumers interact with media that serve many purposes. One of the media that interact with consumers is the "Advergame" application where advertisement and game are combined in it. Advergame, an entertainment-based application, serves the purpose of advertising and marketing. The brand aims to establish fun communication with the consumer/target audience, to introduce the product/service to the consumer and to influence the purchase behavior of the consumer within the advergame application. In this context, in order to measure the effectiveness of the advergame application on the players, a semi-experimental study consisting of 64 people was conducted in Simav district of Kütahya. This study is the first quasi-experimental designed research conducted in Turkey on advergame and purchase behavior for the Z generation by selecting a mobile platform game. According to the statistical results obtained from the study, it is revealed that those who play the advertising game see the brand more friendly and find the brand more entertaining.