A General Overview of The Impact of Advergames on Consumer Purchase Behavior: A Literature Review
Özet
The rapidly changing nature of technology, the rise of digital games, and the constant evolution
in the field of advertising have emphasized the significance of advergames (the fusion of gaming
and advertising). This study aims to examine the potential effects of advergames on consumer
behavior. The research was conducted through a documentary review method. Existing literature
sources were meticulously reviewed to analyze the role of advergames in the advertising industry
and their potential effects on consumer interest and purchase behavior. As a result of this
review, strong evidence was obtained indicating the significance of advergames on consumer
behavior. Advergames, by combining elements of entertainment, advertising, and gaming,
generate positive emotions among consumers and stimulate increased interest in products and
services. Additionally, the use of advergames was observed to potentially increase consumers'
conscious or subconscious desire to purchase products or services. This research highlights the
need to consider advergames as a potential factor in advertising strategies and their potential to
significantly influence consumer purchase behavior. The role of advergames in the advertising
industry is growing, and it is suggested that they may find a more prominent place in future
marketing strategies. This study aims to contribute to the understanding of the impact of
advergames on consumers and may pave the way for further research in this field.
