Year 2020, Volume , Issue 20, Pages 229 - 248 2020-10-23

ADVERGAME NEDİR VE NE DEĞİLDİR? ADVERGAME’İ ANLAMAK İÇİN DAVRANIŞSAL TEORİLERİN YENİDEN ÖZETLENMESİ
WHAT IS ADVERGAMING AND WHAT IT IS NOT? RECAPPING BEHAVIOURAL THEORIES TO UNDERSTAND ADVERGAMING

Murat AKTAN [1] , Ahmet KOÇAK [2]


Son teknolojik gelişmeler sayesinde, dijital teknolojiye dayalı alternatif reklamlar, TV, gazete reklamları gibi diğer geleneksel reklamlara kıyasla katlanarak artmaktadır. Advergaming, çevrimiçi video oyunları üzerine inşa edilmiş yeni bir reklam şekli olarak ortaya çıkmıştır. Advergaming'in pazarlama ve iletişim endüstrisinde her geçen gün daha fazla kullanılmasına ve giderek büyüyen bir pazarlama platformu olmasına rağmen, pazarlama literatüründe advergaming çalışmalarını davranış teorileri kapsamında inceleyen araştırmaların yeterince olmadığı görülmektedir. Buradan hareketle bu araştırma, Sosyal Bilişsel Teori, Sınırlı Kapasite Modeli, Detaylandırma Olabilirlik Modeli vb. temel teorilere odaklanarak, advergame uygulamalarının markalara dair düşünceleri nasıl etkilediğini incelemeyi amaçlamaktadır. Bu kapsamda, sekiz adet teoriye değinen bu araştırma Advergame’in bütünsel bir şekilde anlaşılmasına katkı sunmaktadır.
Owing to the latest technological advancements, alternative ads based on digital technology have been increasing exponentially compared to traditional ads such as TV and newspaper ads. Advergaming utilizing online video games was recently becoming popular as a new form of advertisement. Although the marketing and communication industries make more use of advergaming every day and despite being a growing marketing platform, there is a lack of research in the marketing literature that examines the underpinning behavioural theories for advergaming implications. Accordingly, this article aims to identify fundamental consumer behaviour theories such as Social Cognitive Theory, Limited Capacity Model, Elaboration Likelihood Model etc. to understand whether advergames can positively influence players toward a particular brand. This study suggests that eight major theories from the consumer behaviour field are relevant to elaborate players' behaviour in advergames as well as providing a holistic understanding of this new media.
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Primary Language en
Subjects Management
Journal Section Articles
Authors

Orcid: 0000-0003-3683-7796
Author: Murat AKTAN
Institution: Woosong University
Country: South Korea


Orcid: 0000-0003-4376-4337
Author: Ahmet KOÇAK (Primary Author)
Institution: BİNGÖL ÜNİVERSİTESİ
Country: Turkey


Dates

Publication Date : October 23, 2020

Bibtex @research article { busbed738050, journal = {Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi}, issn = {1309-6672}, eissn = {2618-6322}, address = {Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Müdürlüğü 12100, Merkez Bingöl}, publisher = {Bingol University}, year = {2020}, volume = {}, pages = {229 - 248}, doi = {10.29029/busbed.738050}, title = {WHAT IS ADVERGAMING AND WHAT IT IS NOT? RECAPPING BEHAVIOURAL THEORIES TO UNDERSTAND ADVERGAMING}, key = {cite}, author = {Aktan, Murat and Koçak, Ahmet} }
APA Aktan, M , Koçak, A . (2020). WHAT IS ADVERGAMING AND WHAT IT IS NOT? RECAPPING BEHAVIOURAL THEORIES TO UNDERSTAND ADVERGAMING . Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi , (20) , 229-248 . DOI: 10.29029/busbed.738050
MLA Aktan, M , Koçak, A . "WHAT IS ADVERGAMING AND WHAT IT IS NOT? RECAPPING BEHAVIOURAL THEORIES TO UNDERSTAND ADVERGAMING" . Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (2020 ): 229-248 <http://busbed.bingol.edu.tr/en/pub/issue/57327/738050>
Chicago Aktan, M , Koçak, A . "WHAT IS ADVERGAMING AND WHAT IT IS NOT? RECAPPING BEHAVIOURAL THEORIES TO UNDERSTAND ADVERGAMING". Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (2020 ): 229-248
RIS TY - JOUR T1 - WHAT IS ADVERGAMING AND WHAT IT IS NOT? RECAPPING BEHAVIOURAL THEORIES TO UNDERSTAND ADVERGAMING AU - Murat Aktan , Ahmet Koçak Y1 - 2020 PY - 2020 N1 - doi: 10.29029/busbed.738050 DO - 10.29029/busbed.738050 T2 - Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi JF - Journal JO - JOR SP - 229 EP - 248 VL - IS - 20 SN - 1309-6672-2618-6322 M3 - doi: 10.29029/busbed.738050 UR - https://doi.org/10.29029/busbed.738050 Y2 - 2020 ER -
EndNote %0 Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi WHAT IS ADVERGAMING AND WHAT IT IS NOT? RECAPPING BEHAVIOURAL THEORIES TO UNDERSTAND ADVERGAMING %A Murat Aktan , Ahmet Koçak %T WHAT IS ADVERGAMING AND WHAT IT IS NOT? RECAPPING BEHAVIOURAL THEORIES TO UNDERSTAND ADVERGAMING %D 2020 %J Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi %P 1309-6672-2618-6322 %V %N 20 %R doi: 10.29029/busbed.738050 %U 10.29029/busbed.738050
ISNAD Aktan, Murat , Koçak, Ahmet . "WHAT IS ADVERGAMING AND WHAT IT IS NOT? RECAPPING BEHAVIOURAL THEORIES TO UNDERSTAND ADVERGAMING". Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi / 20 (October 2020): 229-248 . https://doi.org/10.29029/busbed.738050
AMA Aktan M , Koçak A . WHAT IS ADVERGAMING AND WHAT IT IS NOT? RECAPPING BEHAVIOURAL THEORIES TO UNDERSTAND ADVERGAMING. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2020; (20): 229-248.
Vancouver Aktan M , Koçak A . WHAT IS ADVERGAMING AND WHAT IT IS NOT? RECAPPING BEHAVIOURAL THEORIES TO UNDERSTAND ADVERGAMING. Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2020; (20): 229-248.
IEEE M. Aktan and A. Koçak , "WHAT IS ADVERGAMING AND WHAT IT IS NOT? RECAPPING BEHAVIOURAL THEORIES TO UNDERSTAND ADVERGAMING", Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, no. 20, pp. 229-248, Oct. 2020, doi:10.29029/busbed.738050