Investigation of relationship between brand recall and visual attention related to IN-APP advertisements in mobile sports games

Mobile apps and games have become easily accessible to everyone, depending on the advances in mobile technologies. Easy access and intensive use has allowed mobile gaming to become a marketing tool. Accordingly, the number of in-app ads included in mobile games has increased. With this increase, it is thought that the credibility of brands in in-app advertising, an important source of revenue for those who design mobile games, should be assessed. The work carried out for this purpose is seen to be outnumbered. This thesis research aims to explore whether there is a relationship between brand memorabilia and visual attention in the particular field of mobile sports games, taking into account this existing situation. In addition to the questionnaire form, which contains questions about brand memorabilia, visual attention data has been collected in this thesis study, which includes 79 participants in total for this purpose. First, the most memorable brands were identified without assistance and assistance, based on the performance of participants remembering brands. In the following, the recollection performances for these brands were different in terms of gender, mobile sports game experience (MSGE) and level of interest in court tennis. In this process, the brands "Emirates", "Rolex" and "Ganten" have been identified as having significant differences. Secondly, the participants' visual attention data is based on the brands in four areas of interest created by the researcher, and are evaluated by their level of interest in gender, MSGE and corset tennis. According to this, the brand "Kia" has been identified as the first brand to be focused by the majority of participants. In addition, it has been determined that gender, MSGE and the levels of interest to court tennis are significantly different in visual attention data based on the first focus time, total focus time, and total number of focus.