A study on university students attitudes towards advergame applications and their effect on purchasing intent: An application at Ege University

The competition between the oppressed companies under the pressure of globalization is getting harder. In order to create unique value for consumers, products or services should be avoided with a marketing approach that focuses on features and benefits. Because this understanding will not work to survive in a more competitive future. Instead, the consumer should be given experience. Nowadays, companies want to have brand personality to create great experiences. Brand personality is one of the dimensions that affect the quality of experience between a brand and a customer. Combining entertainment and brand messaging has become a strategy that digital advertisers are using. Following this idea, the concept of online branded entertainment was introduced by digital marketers. The attitude and purchase intentions of the young people against advergame, which is a fun and experiential marketing method created in this direction, has become a matter of interest. In this study, the attitudes of young consumers towards advergame practices and their effects on the intention of buying advergaming are examined in a quantitative research design. Data were collected through questionnaires from undergraduate students at Ege University and related t-test, ANOVA test, correlation and regression analyzes were conducted within the research model. It was concluded that the attitude towards the advergame had a significant effect on the purchase intention. Key words: Keywords: Experience, Experiential Marketing, Advergame, Consumer Attitude and Purchasing Intention