About this paper

Appears in:
Pages: 2951-2956
Publication year: 2010
ISBN: 978-84-613-9386-2
ISSN: 2340-1117

Conference name: 2nd International Conference on Education and New Learning Technologies
Dates: 5-7 July, 2010
Location: Barcelona, Spain

THE EFFECTS OF ADVERGAMES TOWARDS BRAND ATTITUDES ON TURKISH YOUTH

U. Bati1, B. Atici2

1Yeditepe University (TURKEY)
2Firat University (TURKEY)
The advergames represent a new advertising concept that uses internet and digital technology to implement viral marketing campaigns. Initially, advergaming research has been referring to consumer’s behavior. Researchers have rarely focused on consumer’s attitudes towards branding, recall, and recognition, features that bound to embody advergames effectiveness.This study tries to develop a theoretical framework which explains the effect of advergames on consumers' perceptions and attitudes with prepared survey. The collected data is being analyzed and discussed from a qualitative point of view. The results indicate a clear relationship between the advergames and the attitudes towards brand. Here, the specialties of advergames, like theme, entertainment, relation to product were noted as prominent factors.
@InProceedings{BATI2010THE,
author = {Bati, U. and Atici, B.},
title = {THE EFFECTS OF ADVERGAMES TOWARDS BRAND ATTITUDES ON TURKISH YOUTH},
series = {2nd International Conference on Education and New Learning Technologies},
booktitle = {EDULEARN10 Proceedings},
isbn = {978-84-613-9386-2},
issn = {2340-1117},
publisher = {IATED},
location = {Barcelona, Spain},
month = {5-7 July, 2010},
year = {2010},
pages = {2951-2956}}
TY - CONF
AU - U. Bati AU - B. Atici
TI - THE EFFECTS OF ADVERGAMES TOWARDS BRAND ATTITUDES ON TURKISH YOUTH
SN - 978-84-613-9386-2/2340-1117
PY - 2010
Y1 - 5-7 July, 2010
CI - Barcelona, Spain
JO - 2nd International Conference on Education and New Learning Technologies
JA - EDULEARN10 Proceedings
SP - 2951
EP - 2956
ER -
U. Bati, B. Atici (2010) THE EFFECTS OF ADVERGAMES TOWARDS BRAND ATTITUDES ON TURKISH YOUTH, EDULEARN10 Proceedings, pp. 2951-2956.
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