The effect of in-game advertising as a marketing technique on the purchasing behavior of generation z in turkey

HIGHLIGHTS

• What: The aim of this study is to investigate the effect of in-game advertisements which are a marketing technique on the purchasing behaviors of Muslim youth and the purchasing behaviors of these youth in Generation Z. The survey of the study was prepared by Betül Başer and Özgün Arda Kuş a 31-question survey was applied to 250 volunteer students by e-mail after receiving permission from the researchers and receiving approval from the ethics committee. The research specifically aimed to explore various aspects of Generation Z`s interactions with in-game advertisements . . .
  

   

  

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