WHAT IS ADVERGAMING AND WHAT IT IS NOT? RECAPPING BEHAVIOURAL THEORIES TO UNDERSTAND ADVERGAMING

Murat Aktan; Ahmet Koçak

doi:10.29029/busbed.738050

Research Article

ADVERGAME NEDİR VE NE DEĞİLDİR? ADVERGAME’İ ANLAMAK İÇİN DAVRANIŞSAL TEORİLERİN YENİDEN ÖZETLENMESİ

Year 2020, Issue: 20, 229 - 248, 23.10.2020

Murat Aktan , Ahmet Koçak

https://doi.org/10.29029/busbed.738050

Cited By: 4

Abstract

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.

Keywords

Pazarlama, Advergaming, Reklamlı Oyun, Tüketici Davranışları Teorileri, Endüstri 4.0

References

AD FORUM (April 2008). Milk - "Get the Glass Game". https://www.adforum.com/creative-work/ad/player/12652418/get-the-glass-game/milk
AKTAN, M. & Chao, P.W. (2016). Impact of Country Personality on Attitude Toward Foreign Products: Self-congruity as a Mediator. Atlantic Marketing Journal, 5(1), 155-171.
AN, S. & Stern, S. (2011). Mitigating the effects of advergames on children. Journal of Advertising, 40(1), 43-56.
ANDERSON, J. R. (1983). A spreading activation theory of memory. Journal of Verbal Learning and Verbal Behavior, 22(3), 261–295.
BANDURA, A. (1977), Social Learning Theory. Prentice-Hall, Englewood Cliffs, NJ.
BREHM, S.S. & Brehm, J.W. (1981). Psychological Reactance: A Theory of Freedom and Control. Academic Press, New York, NY.
BUCHHOLZ, L.M. & Smith, R.E. (1991). The role of consumer involvement in determining cognitive response to broadcast advertising. Journal of Advertising, 20(1), 4-17.
CACIOPPO, J.T. & Petty, R.E. (1984). The elaboration likelihood model of persuasion. Advances in Consumer Research, 11(1), 673-675.
CICCHIRILLO, V. & Lin, J.S. (2011). Stop playing with your food: a comparison of for-profit and non-profit food-related advergames. Journal of Advertising Research, 51(3), 484-498.
CSIKSZENTMIHALYI, M. (1988). The flow experience and its significance for human psychology. In M. Csikszentmihalyi & I. S. Csikszentmihalyi (Eds.), Optimal experience: Psychological studies of flow in consciousness (pp. 15-35). New York, NY, US: Cambridge University Press.
CULP, J., Bell, R.A., & Cassady, D. (2010). Characteristics of food industry web sites and “advergames” targeting children. Journal of Nutrition Education and Behavior, 42(3), 197-201.
DOBROW, L. (2004, January 15). How to Play Games and Influence People: Advergaming Emerges as New Ad Option. MediaPost. https://www.mediapost.com/publications/article/5723/how-to-play-games-and-influence-people-advergamin.html
DUNCAN, G. (2011, August 23). The Sims Social officially launches on Facebook. Digital Trends, https://www.digitaltrends.com/gaming/the-sims-social-officially-launches-on-facebook/
FRIESTAD, M. & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1-31.
GOOGLE & Newzoo (2017). Why We Play [White paper]. Google Play. http://services.google.com/fh/files/misc/changethegame_white_paper.pdf
GRODAL, T. (2000). Video Games and Pleasures of Control. In Zillmann, D. & Vorderer, P. (Eds.), Media Entertainment: The Psychology of Its Appeal, Mahwah, NJ: Lawrence Erlbaum, (pp.197–213).
HUDSON, M.C., (2011, December 3). Red Bull Formula Face Uses Your Head as Controls. Trend Hunter. https://www.trendhunter.com/trends/red-bull-formula-face
KAHNEMAN, D. (1973). Attention and Effort. Englewood Cliffs, NJ: Prentice Hall.
KIM, M. (2004). The Role of Self- and Functional Congruity on Online Retail Patronage Behavior [Doctoral dissertation, University of Tennessee] https://trace.tennessee.edu/ cgi/viewcontent.cgi?article=3817&context=utk_graddiss
KRUGMAN, H. E. (1965). The Impact of Television Advertising: Learning Without Involvement. Public Opinion Quarterly, 29 (3), 349-56. https://doi.org/10.1086/267335
KUMAR, J., Herger, M., & Dam, R. F. (2018, November 20). A brief history of games. Interaction Design Foundation, https://www.interaction-design.org/literature/article/a-brief-history-of-games
LEE, M. & Faber, R.J. (2007). Effects of product placement in on-line games on brand memory: A perspective of the limited-capacity model of attention. Journal of Advertising, 36(4), 75-90.
LEWIS, B. (2006). Measuring player perceptions of advertising in online games. [Unpublished Master’s thesis]. Louisiana State University. https://digitalcommons.lsu.edu/cgi/ viewcontent.cgi?article=1792&context=gradschool_theses
LLOYD, D.W. & Clancy, K.J. (1991). Television program involvement and advertising response: Some unsettling implications for copy research. Journal of Consumer Marketing, 8(4), 61-74.
LYNLEY, M. (2011, August 25). Electronic Arts’ The Sims Social hits 4.6 million daily players a week after launch. Venture Beat. https://venturebeat.com/2011/08/25/sims-social-week-update/
MALLINCKRODT, V. & Mizerski, D. (2007). The effects of playing an advergame on young children's perceptions, preferences, and requests. Journal of Advertising, 36(2), 87-100.
MARKETING TÜRKİYE (2018, January 31). RTÜK reklam sürelerini hatırlattı: 1 saate en fazla 12 dakika. https://www.marketingturkiye.com.tr/haberler/rtuk-reklam-surelerini-hatirlatti-1-saate-en-fazla-12-dakika/
MEHTA, K., Phillips, C., Ward, P., Coveney, J., Handsley, E., & Carter, P., (2012). Marketing foods to children through product packaging: prolific, unhealthy and misleading. Public Health Nutrition, 15(9), 1763-1770.
MISRA, S. & Beatty, S.E. (1990). Celebrity spokesperson and brand congruence: An assessment of recall and affect. Journal of Business Research, 21(2), 159-173.
MOORE, E.S. & Rideout, V.J., (2007). The online marketing of food to children: is it just fun and games?. Journal of Public Policy & Marketing, 26(2), 202-220.
NICOVICH, S.G. (2005). The effect of involvement on ad judgment in a video game environment: the mediating role of presence. Journal of Interactive Advertising, 6(1), 29-39.
OSGOOD, C.E. & Tannenbaum, P.H. (1955). The principle of congruity in the prediction of attitude change. Psychological Review, 62(1), 42.
PEMPEK, T. A. & Calvert, S. L. (2009). Tipping the balance: Use of advergames to promote consumption of nutritious foods and beverages by low-income African American children. Archives of Pediatrics & Adolescent Medicine, 163(7), 633–637.
PLINQ. (2019, October 10). 8 reasons why advergames are the best type of advertising. https://www.plinq.co/blog/8-reasons-why-advergames-are-the-best-form-of-advertising
POHL, F. (August 1963). Spacewar, 1963. Galaxy Magazine. 21(6), World Editions, 4. https://archive.org/stream/Galaxy_v21n06_1963-08#page/n2/mode/1up
REDONDO, I. (2012). The effectiveness of casual advergames on adolescents' brand attitudes. European Journal of Marketing, 46(11/12), 1671-1688.
RODRIGUEZ-SANCHEZ, A.M., Schaufeli, W.B., Salanova, M., & Cifre, E. (2008). Flow experience among information and communication technology users. Psychological Reports, 102(1), 29-39.
REPUTATION DEFENDER (2016, August 25). Advergaming and Gamification: Funny and Effective Digital Marketing Trends. Medium. https://medium.com/@ReputationDefender/advergaming-and-gamification-funny-and-effective-digital-marketing-trends-70b0a5b78617
SCHAVERIEN, A. (2019, March 18). How Retailers Can Adapt to A.I. and The Future of Shopping. Forbes. https://www.forbes.com/sites/annaschaverien/2019/03/18/ey-future-of-shopping-retail-ai-artificial-intelligence/#431a2a904a15
STEEL, E. (2013, June 12). Companies scramble for consumer data. Financial Times. https://www.ft.com/content/f0b6edc0-d342-11e2-b3ff-00144feab7de
SUSI, T., Johannesson, M., & Backlund, P. (2007). Serious Games: An Overview (Technical Report HS- IKI -TR-07-001). School of Humanities and Informatics, University of Skövde. https://www.diva-portal.org/smash/get/diva2:2416/FULLTEXT01.pdf
TERLUTTER, R. & Capella, M.L. (2013). The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2-3), 95-112.
THE GERMANY PORTAL (2014, April 2). Industry 4.0 at Hannover Messe. https://www.deutschland.de/en/topic/business/globalization-world-trade/industry-40-at-hannover-messe
TURKISH STATISTICAL INSTITUTE (2016, August 18). Household Information Technology Usage Survey 2016 [Press Release]. http://www.tuik.gov.tr/PreHaberBultenleri.do?id=21779
VAN REIJMERSDAL, E. A., Rozendaal, E., & Buijzen, M. (2012). Effects of prominence, involvement, and persuasion knowledge on children's cognitive and affective responses to advergames. Journal of Interactive Marketing, 26(1), 33-42.
VASHISHT, D. (2015). Impact of nature of advergames on brand recall and brand attitude among young Indian gamers: moderating roles of game-product congruence and persuasion knowledge. Young Consumers, 16(4), 454-467.
VASHISHT, D. & Royne, M.B. (2016). Advergame speed influence and brand recall: The moderating effects of brand placement strength and gamers’ persuasion knowledge. Computers in Human Behavior, 63, 162-169.
VASHISHT, D. & S. Pillai, S. (2017). Are you able to recall the brand? The impact of brand prominence, game involvement and persuasion knowledge in online–advergames. Journal of Product & Brand Management, 26(4), 402-414.
WAIGUNY, M. K., Nelson, M.R., & Terlutter, R. (2012). Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children. Journal of Marketing Communications, 18(1), 69-89.
WILCOX, B., Kunkel D., Cantor, J., Dowrick, P., Linn, S., & Palmer, E. (2004). Report of the APA Task Force on Advertising and Children. American Psychological Association. https://www.apa.org/pi/families/resources/advertising-children.pdf
WOTTRICH, V.M., Verlegh, P.W., & Smit, E.G. (2017). The role of customization, brand trust, and privacy concerns in advergaming. International Journal of Advertising, 36(1), 60-81.
YANG, M., Roskos-Ewoldsen, D. R., Dinu, L., & Arpan, L. M. (2006). The effectiveness of" in-game" advertising: Comparing college students' explicit and implicit memory for brand names. Journal of Advertising, 35(4), 143-152.
YEU, M., Yoon, H.S., Taylor, C.R., & Lee, D.H. (2013). Are banner advertisements in online games effective?. Journal of Advertising, 42(2-3), 241-250.
YING, L., Korneliussen, T., & Grønhaug, K. (2009). The effect of ad value, ad placement, and ad execution on the perceived intrusiveness of web advertisements. International Journal of Advertising, 28(4), 623-38.
YOUN, S. & Lee, M. (2004). Advergame Playing Motivations and Effectiveness: A ‘Uses and Gratifications’ Perspective. In Stafford, M. R., & Faber, R. J. (Eds.), Advertising, Promotion, and New Media, (pp.320-347).

WHAT IS ADVERGAMING AND WHAT IT IS NOT? RECAPPING BEHAVIOURAL THEORIES TO UNDERSTAND ADVERGAMING

Year 2020, Issue: 20, 229 - 248, 23.10.2020

Murat Aktan , Ahmet Koçak

https://doi.org/10.29029/busbed.738050

Cited By: 4

Abstract

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.

Keywords

Advergaming, Marketing, Consumer Behaviour Theories, Industry 4.0

References

AD FORUM (April 2008). Milk - "Get the Glass Game". https://www.adforum.com/creative-work/ad/player/12652418/get-the-glass-game/milk
AKTAN, M. & Chao, P.W. (2016). Impact of Country Personality on Attitude Toward Foreign Products: Self-congruity as a Mediator. Atlantic Marketing Journal, 5(1), 155-171.
AN, S. & Stern, S. (2011). Mitigating the effects of advergames on children. Journal of Advertising, 40(1), 43-56.
ANDERSON, J. R. (1983). A spreading activation theory of memory. Journal of Verbal Learning and Verbal Behavior, 22(3), 261–295.
BANDURA, A. (1977), Social Learning Theory. Prentice-Hall, Englewood Cliffs, NJ.
BREHM, S.S. & Brehm, J.W. (1981). Psychological Reactance: A Theory of Freedom and Control. Academic Press, New York, NY.
BUCHHOLZ, L.M. & Smith, R.E. (1991). The role of consumer involvement in determining cognitive response to broadcast advertising. Journal of Advertising, 20(1), 4-17.
CACIOPPO, J.T. & Petty, R.E. (1984). The elaboration likelihood model of persuasion. Advances in Consumer Research, 11(1), 673-675.
CICCHIRILLO, V. & Lin, J.S. (2011). Stop playing with your food: a comparison of for-profit and non-profit food-related advergames. Journal of Advertising Research, 51(3), 484-498.
CSIKSZENTMIHALYI, M. (1988). The flow experience and its significance for human psychology. In M. Csikszentmihalyi & I. S. Csikszentmihalyi (Eds.), Optimal experience: Psychological studies of flow in consciousness (pp. 15-35). New York, NY, US: Cambridge University Press.
CULP, J., Bell, R.A., & Cassady, D. (2010). Characteristics of food industry web sites and “advergames” targeting children. Journal of Nutrition Education and Behavior, 42(3), 197-201.
DOBROW, L. (2004, January 15). How to Play Games and Influence People: Advergaming Emerges as New Ad Option. MediaPost. https://www.mediapost.com/publications/article/5723/how-to-play-games-and-influence-people-advergamin.html
DUNCAN, G. (2011, August 23). The Sims Social officially launches on Facebook. Digital Trends, https://www.digitaltrends.com/gaming/the-sims-social-officially-launches-on-facebook/
FRIESTAD, M. & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1-31.
GOOGLE & Newzoo (2017). Why We Play [White paper]. Google Play. http://services.google.com/fh/files/misc/changethegame_white_paper.pdf
GRODAL, T. (2000). Video Games and Pleasures of Control. In Zillmann, D. & Vorderer, P. (Eds.), Media Entertainment: The Psychology of Its Appeal, Mahwah, NJ: Lawrence Erlbaum, (pp.197–213).
HUDSON, M.C., (2011, December 3). Red Bull Formula Face Uses Your Head as Controls. Trend Hunter. https://www.trendhunter.com/trends/red-bull-formula-face
KAHNEMAN, D. (1973). Attention and Effort. Englewood Cliffs, NJ: Prentice Hall.
KIM, M. (2004). The Role of Self- and Functional Congruity on Online Retail Patronage Behavior [Doctoral dissertation, University of Tennessee] https://trace.tennessee.edu/ cgi/viewcontent.cgi?article=3817&context=utk_graddiss
KRUGMAN, H. E. (1965). The Impact of Television Advertising: Learning Without Involvement. Public Opinion Quarterly, 29 (3), 349-56. https://doi.org/10.1086/267335
KUMAR, J., Herger, M., & Dam, R. F. (2018, November 20). A brief history of games. Interaction Design Foundation, https://www.interaction-design.org/literature/article/a-brief-history-of-games
LEE, M. & Faber, R.J. (2007). Effects of product placement in on-line games on brand memory: A perspective of the limited-capacity model of attention. Journal of Advertising, 36(4), 75-90.
LEWIS, B. (2006). Measuring player perceptions of advertising in online games. [Unpublished Master’s thesis]. Louisiana State University. https://digitalcommons.lsu.edu/cgi/ viewcontent.cgi?article=1792&context=gradschool_theses
LLOYD, D.W. & Clancy, K.J. (1991). Television program involvement and advertising response: Some unsettling implications for copy research. Journal of Consumer Marketing, 8(4), 61-74.
LYNLEY, M. (2011, August 25). Electronic Arts’ The Sims Social hits 4.6 million daily players a week after launch. Venture Beat. https://venturebeat.com/2011/08/25/sims-social-week-update/
MALLINCKRODT, V. & Mizerski, D. (2007). The effects of playing an advergame on young children's perceptions, preferences, and requests. Journal of Advertising, 36(2), 87-100.
MARKETING TÜRKİYE (2018, January 31). RTÜK reklam sürelerini hatırlattı: 1 saate en fazla 12 dakika. https://www.marketingturkiye.com.tr/haberler/rtuk-reklam-surelerini-hatirlatti-1-saate-en-fazla-12-dakika/
MEHTA, K., Phillips, C., Ward, P., Coveney, J., Handsley, E., & Carter, P., (2012). Marketing foods to children through product packaging: prolific, unhealthy and misleading. Public Health Nutrition, 15(9), 1763-1770.
MISRA, S. & Beatty, S.E. (1990). Celebrity spokesperson and brand congruence: An assessment of recall and affect. Journal of Business Research, 21(2), 159-173.
MOORE, E.S. & Rideout, V.J., (2007). The online marketing of food to children: is it just fun and games?. Journal of Public Policy & Marketing, 26(2), 202-220.
NICOVICH, S.G. (2005). The effect of involvement on ad judgment in a video game environment: the mediating role of presence. Journal of Interactive Advertising, 6(1), 29-39.
OSGOOD, C.E. & Tannenbaum, P.H. (1955). The principle of congruity in the prediction of attitude change. Psychological Review, 62(1), 42.
PEMPEK, T. A. & Calvert, S. L. (2009). Tipping the balance: Use of advergames to promote consumption of nutritious foods and beverages by low-income African American children. Archives of Pediatrics & Adolescent Medicine, 163(7), 633–637.
PLINQ. (2019, October 10). 8 reasons why advergames are the best type of advertising. https://www.plinq.co/blog/8-reasons-why-advergames-are-the-best-form-of-advertising
POHL, F. (August 1963). Spacewar, 1963. Galaxy Magazine. 21(6), World Editions, 4. https://archive.org/stream/Galaxy_v21n06_1963-08#page/n2/mode/1up
REDONDO, I. (2012). The effectiveness of casual advergames on adolescents' brand attitudes. European Journal of Marketing, 46(11/12), 1671-1688.
RODRIGUEZ-SANCHEZ, A.M., Schaufeli, W.B., Salanova, M., & Cifre, E. (2008). Flow experience among information and communication technology users. Psychological Reports, 102(1), 29-39.
REPUTATION DEFENDER (2016, August 25). Advergaming and Gamification: Funny and Effective Digital Marketing Trends. Medium. https://medium.com/@ReputationDefender/advergaming-and-gamification-funny-and-effective-digital-marketing-trends-70b0a5b78617
SCHAVERIEN, A. (2019, March 18). How Retailers Can Adapt to A.I. and The Future of Shopping. Forbes. https://www.forbes.com/sites/annaschaverien/2019/03/18/ey-future-of-shopping-retail-ai-artificial-intelligence/#431a2a904a15
STEEL, E. (2013, June 12). Companies scramble for consumer data. Financial Times. https://www.ft.com/content/f0b6edc0-d342-11e2-b3ff-00144feab7de
SUSI, T., Johannesson, M., & Backlund, P. (2007). Serious Games: An Overview (Technical Report HS- IKI -TR-07-001). School of Humanities and Informatics, University of Skövde. https://www.diva-portal.org/smash/get/diva2:2416/FULLTEXT01.pdf
TERLUTTER, R. & Capella, M.L. (2013). The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2-3), 95-112.
THE GERMANY PORTAL (2014, April 2). Industry 4.0 at Hannover Messe. https://www.deutschland.de/en/topic/business/globalization-world-trade/industry-40-at-hannover-messe
TURKISH STATISTICAL INSTITUTE (2016, August 18). Household Information Technology Usage Survey 2016 [Press Release]. http://www.tuik.gov.tr/PreHaberBultenleri.do?id=21779
VAN REIJMERSDAL, E. A., Rozendaal, E., & Buijzen, M. (2012). Effects of prominence, involvement, and persuasion knowledge on children's cognitive and affective responses to advergames. Journal of Interactive Marketing, 26(1), 33-42.
VASHISHT, D. (2015). Impact of nature of advergames on brand recall and brand attitude among young Indian gamers: moderating roles of game-product congruence and persuasion knowledge. Young Consumers, 16(4), 454-467.
VASHISHT, D. & Royne, M.B. (2016). Advergame speed influence and brand recall: The moderating effects of brand placement strength and gamers’ persuasion knowledge. Computers in Human Behavior, 63, 162-169.
VASHISHT, D. & S. Pillai, S. (2017). Are you able to recall the brand? The impact of brand prominence, game involvement and persuasion knowledge in online–advergames. Journal of Product & Brand Management, 26(4), 402-414.
WAIGUNY, M. K., Nelson, M.R., & Terlutter, R. (2012). Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children. Journal of Marketing Communications, 18(1), 69-89.
WILCOX, B., Kunkel D., Cantor, J., Dowrick, P., Linn, S., & Palmer, E. (2004). Report of the APA Task Force on Advertising and Children. American Psychological Association. https://www.apa.org/pi/families/resources/advertising-children.pdf
WOTTRICH, V.M., Verlegh, P.W., & Smit, E.G. (2017). The role of customization, brand trust, and privacy concerns in advergaming. International Journal of Advertising, 36(1), 60-81.
YANG, M., Roskos-Ewoldsen, D. R., Dinu, L., & Arpan, L. M. (2006). The effectiveness of" in-game" advertising: Comparing college students' explicit and implicit memory for brand names. Journal of Advertising, 35(4), 143-152.
YEU, M., Yoon, H.S., Taylor, C.R., & Lee, D.H. (2013). Are banner advertisements in online games effective?. Journal of Advertising, 42(2-3), 241-250.
YING, L., Korneliussen, T., & Grønhaug, K. (2009). The effect of ad value, ad placement, and ad execution on the perceived intrusiveness of web advertisements. International Journal of Advertising, 28(4), 623-38.
YOUN, S. & Lee, M. (2004). Advergame Playing Motivations and Effectiveness: A ‘Uses and Gratifications’ Perspective. In Stafford, M. R., & Faber, R. J. (Eds.), Advertising, Promotion, and New Media, (pp.320-347).

There are 55 citations in total.

Details

Primary Language	English
Subjects	Business Administration
Journal Section	Articles
Authors	Murat Aktan 0000-0003-3683-7796 Ahmet Koçak 0000-0003-4376-4337
Publication Date	October 23, 2020
Published in Issue	Year 2020Issue: 20

Cite

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. https://doi.org/10.29029/busbed.738050