Abstract:

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.

Keywords:

Advergame; brand attitudes; youth; interactive advertising.