Marka Yerleştirmenin Bir Reklam Olarak Etkileri: Video Oyunlarındaki Marka Yerleştirme Uygulamaları Üzerine Keşifsel Bir Araştırma

Bu çalışmanın amacı, son yıllarda kullanımı giderek artan ve reklamlara alternatif olarak gösterilemeye başlanan "marka yerleştirme" uygulamalarına karşı tutumları belirlemek ve bu uygulamanın video oyunlarındaki kullanımım ampirik olarak incelenmektir. Bu amaçla, katılımcılara içerisine çok sayıda marka yerleştirilmiş bir video oyunu oynattırılmış ve marka yerleştirmeye karşı tutumları ölçülmeye çalışılmıştır. Ayrıca, oyunun içerisinde yer alan markaların hatırlanırlık seviyeleri test edilmiştir. Araştırmanın sonucunda, marka yerleştirme uygulamalarına karşı olumlu bir tutum olduğu, oyunlarda yer alan markaların katılımcılar tarafından daha sempatik bulunduğu ve katılımcıların oyunlarda kendi kullandıkları nesnelerin markalarını (bu oyunda otomobiller) daha öncelikli olarak hatırladıkları görülmüştür.

Effect of Brand Placement as an Advertisement: An Exploratory Study on the Use of Brand Placements in Video Games

The purpose of the present study is to investigate attitudes towards "brand placement", which is considered as a rival to traditional advertisement applications, and to empirically analyze its use in video games. For that purpose, respondents were asked to play a video game containing a large number of brand placement and attitudes of respondents were tried to be measured. In addition to that, the recall level of placed brands was tested. The results show that there is a positive attitude towards brand placement in video games and the brands placed in games are perceived to be sympathetic for video gamers. Moreover, it is also observed that, the objects directly used by the players in the games (in this study; automobiles) are recalled more easily by the respondents.

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