A qualitative analysis of advergame application power to influence brand image

Technology has deeply affected the social life of human beings in many areas also ıt has managed to become a part of active channels. Specifically with the developments and changes in recent years, its virtual domination over consumption habits is an unquestionable fact. Due to the fact that consumption has been blended with technology recently, Advergame applications have started to take an important place in the consumption sector. Since a product introduced with Advergame can also be experienced with this application and technology is intertwined with our lives, it is inevitable for the brand to attract the attention of the consumer more strongly, as this new technology can be easily accessed by everyone. In this context, Advergame plays a key role in terms of the influence of brands on their target audience. In this study, the influence of Advergame applications, which have started to play a role in today's consumption culture, on the target audience of the brands and their effect on persuasion are discussed. The aim of the study is to explore the effects of Advergame applications, which are used by brands in Turkey as an experiential marketing tool, on the brand image and the benefits it provides to the brand. The impact of Advergame applications on the consumer and their contribution to the brand image will be analyzed with the focus group method on the new generation consumers, who can be counsidered as the target audience of these applications. The findings of the research reveal that Advergame applications positively affect attitudes towards the brand and the game and create brand awareness. It also shows that these applications, in which consumers participate voluntarily, contribute positively to the perceived quality of the products.