Publication: Markaların video oyunlarında yaptıkları farklı tutundurma faaliyetlerinin Z kuşağının marka tutumuna ve satın alma niyetine etkisi
Abstract
Bu çalışmada markaların video oyunlarını kullanarak yaptıkları farklı tutundurma faaliyetlerinin Z kuşağının marka tutumunu ve satın alma niyetini nasıl etkilediği araştırılması amaçlanmıştır. Çalışmada sponsorluğa karşı tutum, marka tutumu, marka uyumu, müşteri tercihi ve satın alma niyeti regresyon analizi ile incelenmiştir. Araştırmadan elde edilen bulgulara göre video oyun oynayan veya izleyen kitlenin motivasyon, sosyal etkileşim ve rekabet duygularının marka tutumları üzerinde olumlu bir etkisi vardır. Bu sonuca bağlı olarak video oyun oynayanların veya izleyenlerin marka tutumunun ve sponsorluğa karşı tutumlarının onların müşteri tercihlerinin üzerinde olumlu bir etkisi olduğu tespit edilmiştir. Araştırma sonuçlarına göre video oyunlarda sponsorluk için seçilen markanın uyumunun sponsorluğa karşı tutumu olumlu etkilediği ve oyun influencer’larının güvenilirliği, hayranlık ve uzmanlık boyutları sponsorluk için seçilen markanın uyumuna olumlu bir etkisi bulunmuştur. Oyun influencer`nın hayranlık ve uzmanlık özellikleri video oyun oynayan ve izleyenlerin satın alma niyetine etkisi olduğu tespit edilmiştir.
In this study, it was aimed to investigate how different promotion activities of brands by using video games affect the brand attitude and purchase end of the Z generation. In the study, attitude towards sponsorship, brand attitude, brand congruence, customer preference and purchase intention were examined by regression analysis. According to the findings obtained from the research, motivation, social interaction and competitive emotions of the audience playing or watching video games have a positive effect on brand attitudes. Based on the results, the brand attitude and sponsorship attitudes of video game players or viewers have a positive effect on their customer preferences. According to the results of the research, the congruence of the brand chosen for sponsorship in video games has a positive effect on the attitude towards sponsorship and the trustworthiness, to be fan and expertness of the game influencers have a positive effect on the harmony of the brand selected for sponsorship. The admiration and expertise features of the game influencer have been determined to have an impact on the purchase intent of those who play and watch video games.
In this study, it was aimed to investigate how different promotion activities of brands by using video games affect the brand attitude and purchase end of the Z generation. In the study, attitude towards sponsorship, brand attitude, brand congruence, customer preference and purchase intention were examined by regression analysis. According to the findings obtained from the research, motivation, social interaction and competitive emotions of the audience playing or watching video games have a positive effect on brand attitudes. Based on the results, the brand attitude and sponsorship attitudes of video game players or viewers have a positive effect on their customer preferences. According to the results of the research, the congruence of the brand chosen for sponsorship in video games has a positive effect on the attitude towards sponsorship and the trustworthiness, to be fan and expertness of the game influencers have a positive effect on the harmony of the brand selected for sponsorship. The admiration and expertise features of the game influencer have been determined to have an impact on the purchase intent of those who play and watch video games.