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THE EFFECT OF IN-GAME PRODUCT PLACEMENT ON ATTITUDE TOWARDS IN-GAME ADVERTISEMENTS AND IN-GAME PURCHASE INTENTION: A STUDY ON YOUNG CONSUMERS

Year 2022, Issue: 61, 385 - 406, 29.04.2022

Can Efecan Akhan , Erkan Özdemir

https://doi.org/10.18070/erciyesiibd.990855
Cited By: 3

Abstract

Brands and advertisers constantly seek new ways to target audiences shifting towards the digital world and media digitalization who search for new ways to reach and persuade their audiences. The game industry is one of the most affected sectors by those rapid developments. Online games are indispensable entertainment tools of the technology age. As a result, businesses have begun to devote a significant portion of their advertising budgets to in-game advertising campaigns and applications. This study aims to reveal the effect of in-game product placement on young consumers' attitudes towards in-game advertisements and attitudes' effect on their purchase intention. The study was conducted on undergraduate students, and a convenience sampling method was used. As a result, it was found that in-game product placement practices had a negative effect on the attitude towards in-game advertisements. On the other hand, the attitude towards the advertisement had a significant and positive effect on the purchase intention. Men's in-game product placement practices negatively affect the attitude towards in-game advertisements. In contrast, no significant effect was found for women. When the differences between these effect levels were examined, a significant difference was found between the path coefficients according to gender.

Keywords

Online games In-game advertising In-game product placement Young consumers

References

  • Ali, F., Amin, M., & Cobanoglu, C. (2016). An integrated model of service experience, emotions, satisfaction, and price acceptance: an empirical analysis in the Chinese hospitality industry. Journal of Hospitality Marketing & Management, 25(4), 449-475.
  • Al-Soluiman, R. K., Bataineh, A. Q., Al-Jabaly, S. M., & Salhab, H. A. The Impact of Smartphone Advergames Characteristics On Purchasing Intentions: The Mediatıng Role of Game Involvement. Marketing, 16(3), 113-125.
  • Bambauer, S. (2006). Effects of brand placement in PC/video games on the change of the attitude toward the advertised brand. Enhancing Knowledge Development in Marketing, 231.
  • Bogonondo, B., & Artanti, Y. (2019). Effects of brand placement and player involvement on brand awareness: an empirical study on online game players. Diponegoro International Journal of Business, 2(1), 23-30.
  • Chaney, I., Hosany, S., Wu, M. S. S., Chen, C. H. S., & Nguyen, B. (2018). Size does matter: Effects of in-game advertising stimuli on brand recall and brand recognition. Computers in Human Behavior, 86, 311-318.
  • Chou, T.J., & Ting, C. C. (2003). The role of flow experience in cyber-game addiction. CyberPsychology & Behavior, 6(6), 663-675.
  • Chua, D., Kainama, N., Adji, M. N., & Feranita, F. (2019). Consumer Preference on Paid Game Microtransaction. Journal of Research in Marketing, 10(3), 832-842.
  • Cianfrone, B. A., Trail, G. T., Zhang, J. J., & Lutz, R. J. (2008). Effectiveness of in-game advertisements in sport video games: An experimental inquiry on current gamers. International Journal of Sport Communication, 1(2), 195-218.
  • Cohen, J. (1988). Statistical power analysis for the behavioural sciences. 2nd Edition, Lawrence Erlbaum Associates, USA
  • Dal Canbazoğlu, A. (2019). Y Kuşağının Geleneksel Reklamlara Yönelik Tutumları ile Oyun Reklamlara Yönelik Tutumlarının Karşılaştırılması. Erciyes İletişim Dergisi, 6(2), 1525-1550.
  • Dardis, F., Schmierbach, M., Sherrick, B., & Luckman, B. (2019). How game difficulty and ad framing influence memory of in-game advertisements. Journal of Consumer Marketing.
  • Darley, W. K., & Smith, R. E. (1995). Gender differences in information processing strategies: An empirical test of the selectivity model in advertising response. Journal of advertising, 24(1), 41-56.
  • De Pelsmacker, P., Dens, N., & Verberckmoes, S. (2019). How ad congruity and interactivity affect fantasy game players' attitude toward in-game advertising. Journal of Electronic Commerce Research, 20(1).
  • Endriss, U., & Leite, J. (2014). Predicting players behavior in games with microtransactions. In STAIRS 2014: Proceedings of the 7th European Starting AI Researcher Symposium (Vol. 264, p. 230). IOS Press.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Ghirvu, A. (2013). In-game advertising: advantages and limitations for advertisers. The USV Annals of economics and public administration, 12(1 (15)), 114-119.
  • Ghosh, T., & Rao, V. G. (2015). Should I Win or Should I not Lose?: A Research Framework Exploring the Role of Motivation in Processing Brand Related Information in Advergames. Indian Journal of Marketing, 45(2), 47-58.
  • Glass, Z. (2007). The effectiveness of product placement in video games. Journal of Interactive Advertising, 8(1), 23-32.
  • Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2014). Pearson new international edition. In Multivariate data analysis, Seventh Edition. Pearson Education Limited Harlow, Essex.
  • Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
  • Henseler, J. (2017). Partial least squares path modeling. In Advanced methods for modeling markets (pp. 361-381). Springer, Cham.
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.
  • Herrewijn, L., & Poels, K. (2013). Putting brands into play: How game difficulty and player experiences influence the effectiveness of in-game advertising. International Journal of Advertising, 32(1), 17-44.
  • Ho, C. H., & Wu, T. Y. (2012). Factors affecting intent to purchase virtual goods in online games. International Journal of Electronic Business Management, 10(3), 204-212.
  • Ho, S. H., Lin, Y. L., & Yang, Y. T. (2011). In-game advertising: Consumers attitude and the effect of product placements on memory. African Journal of Business Management, 5(24), 10117-10127.
  • Huang, J. H., & Yang, T. K. (2012). The effectiveness of in-game advertising: the impacts of ad type and game/ad relevance. International journal of electronic business management, 10(1), 61.
  • Hussein, Z., Wahid, N. A., & Saad, N. (2010). Evaluating telepresence experience and game players' intention to purchase product advertised in advergame. World Academy of Science, Engineering and Technology, 66, 1625-1630.
  • Jung, Y., & Kang, H. (2010). User goals in social virtual worlds: A means-end chain approach. Computers in Human Behavior, 26(2), 218-225.
  • Karahisar, T. (2013). Türkiye’de dijital oyun sektörünün durumu. Sanat Tasarım ve Manipülasyon Sempozyumu Bildiri Kitabı, 107-113.
  • Lewis, B., & Porter, L. (2010). In-game advertising effects: Examining player perceptions of advertising schema congruity in a massively multiplayer online role-playing game. Journal of Interactive Advertising, 10(2), 46-60.
  • Malhotra, G., Mishra, S., & Saxena, G. (2021). Consumers' psychological reactance and ownership in in-game advertising. Marketing Intelligence & Planning.
  • Martí-Parreño, J., Bermejo-Berros, J., & Aldás-Manzano, J. (2017). Product placement in video games: The effect of brand familiarity and repetition on consumers' memory. Journal of Interactive Marketing, 38, 55-63.
  • Mau, G., Silberer, G., & Constien, C. (2008). Communicating brands playfully: Effects of in-game advertising for familiar and unfamiliar brands. International Journal of Advertising, 27(5), 827-851.
  • McMahan, C., Hovland, R., & McMillan, S. (2009). Online marketing communications: Exploring online consumer behavior by examining gender differences and interactivity within internet advertising. Journal of Interactive Advertising, 10(1), 61-76.
  • Nelson, M. R., Keum, H., & Yaros, R. A. (2004). Advertainment or adcreep game players' attitudes toward advertising and product placements in computer games. Journal of Interactive Advertising, 5(1), 3-21.
  • ÖZÜÖLMEZ, P. (2019). Yeni İletişim Ortamı Olarak Dijital Oyunlarda Deneyim İçerikli Yeni Bir Reklam Uygulaması: Skillful Finger Örneği. Erciyes İletişim Dergisi, 6(2), 1383-1404.
  • Papadopoulos, S. (2020). Effects of in-game advertising on brand awareness in virtual reality game interactions.
  • Park, B. W., & Lee, K. C. (2011). Exploring the value of purchasing online game items. Computers in Human Behavior, 27(6), 2178-2185.
  • Peterson, S. (2011). Games With Advertising: The Way Forward. Business Insider.
  • Reza, A., Chu, S., Khan, Z., Nedd, A., Castillo, A., & Gardner, D. (2019, March). Skins for sale: Linking player identity, representation, and purchasing practices. In International Conference on Information (pp. 124-131). Springer, Cham.
  • Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH.
  • Russell, C. A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude. Journal of consumer research, 29(3), 306-318.
  • Russell, C. A. (2019). Expanding the agenda of research on product placement: a commercial intertext. Journal of Advertising, 48(1), 38-48.
  • Soebandhi, S., & Andriansyah, Y. (2017). In-game advertising: Analyzing the effects of brand congruity, integration, and prominence towards IGA attitude and purchase intention. Jurnal Manajemen Teknologi, 16(3), 258-270.
  • Taber, K. S. (2018). The use of Cronbach’s alpha when developing and reporting research instruments in science education. Research in Science Education, 48(6), 1273-1296.
  • Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of advertising, 42(2-3), 95-112.
  • Tomić, N. Z. (2018). economic Model of Microtransactions in video Games. J. Econ. Sci. Res. Vol, 1(01).
  • Yang, M., Roskos-Ewoldsen, D. R., Dinu, L., & Arpan, L. M. (2006). The effectiveness of" in-game" advertising: Comparing college students' explicit and implicit memory for brand names. Journal of Advertising, 35(4), 143-152
  • Yoo, S. C., & Peña, J. (2011). Do violent video games impair the effectiveness of in-game advertisements? The impact of gaming environment on brand recall, brand attitude, and purchase intention. Cyberpsychology, Behavior, and Social Networking, 14(7-8), 439-446.
  • Zhu, D. H., & Chang, Y. P. (2015). Effects of interactions and product information on initial purchase intention in product placement in social games: the moderating role of product familiarity. Journal of Electronic Commerce Research, 16(1), 22.

OYUN İÇİ ÜRÜN YERLEŞTİRMENİN OYUN İÇİ REKLAMLARA YÖNELİK TUTUM VE OYUN İÇİ SATIN ALMA NİYETİNE ETKİSİ: GENÇ TÜKETİCİLER ÜZERİNE BİR ARAŞTIRMA

Year 2022, Issue: 61, 385 - 406, 29.04.2022

Can Efecan Akhan , Erkan Özdemir

https://doi.org/10.18070/erciyesiibd.990855
Cited By: 3

Abstract

Markalar ve reklamcılar, dijital dünyaya ve medya dijitalleşmesine yönelen kitlelere ulaşmak ve onları ikna etmek için yeni yollar arayan kitleleri hedeflemek için sürekli yeni yollar ararlar. Bu hızlı gelişmelerden en çok etkilenen sektörlerin başında oyun sektörü geliyor. Günümüzde çevrimiçi oyunlar vazgeçilmez eğlence araçlarıdır ve bunun sonucunda işletmeler reklam bütçelerinin önemli bir bölümünü oyun içi reklam kampanyalarına ayırmaya başlamışlardır. Buradan hareketle çalışma, oyun içi ürün yerleştirmenin genç tüketicilerin oyun içi reklamlara yönelik tutumları üzerindeki etkisini ve tutumların satın alma niyetleri üzerindeki etkisini ortaya koymayı amaçlamaktadır. Araştırma lisans öğrencileri üzerinde yapılmış ve kolayda örnekleme yöntemi kullanılmıştır. Sonuç olarak, oyun içi ürün yerleştirme uygulamalarının oyun içi reklamlara yönelik tutum üzerinde olumsuz etkisi olduğu tespit edilmiştir. Öte yandan, reklama yönelik tutumun satın alma niyeti üzerinde anlamlı ve olumlu bir etkiye sahip olduğu tespit edilmiştir. Cinsiyet değişkenine göre yapılan çoklu grup analizleri sonucunda erkeklerin oyun içi ürün yerleştirme uygulamalarının oyun içi reklamlara yönelik tutumları olumsuz etkilediği tespit edilmiştir. Buna karşılık, kadınlar için anlamlı bir etki bulunamamıştır. Bu etki düzeyleri arasındaki farklılıklar incelendiğinde cinsiyete göre yol katsayıları arasında anlamlı bir farklılık bulunmuştur. Araştırma sonuçları teorik açıdan alanın gelişimine, pratik açıdan da her geçen gün gelişen ve ilerleyen oyun endüstrisine önemli katkılar sağlamaktadır.

Keywords

Online Oyun Oyun içi reklam Oyun içi ürün yerleştirme Genç tüketiciler

References

  • Ali, F., Amin, M., & Cobanoglu, C. (2016). An integrated model of service experience, emotions, satisfaction, and price acceptance: an empirical analysis in the Chinese hospitality industry. Journal of Hospitality Marketing & Management, 25(4), 449-475.
  • Al-Soluiman, R. K., Bataineh, A. Q., Al-Jabaly, S. M., & Salhab, H. A. The Impact of Smartphone Advergames Characteristics On Purchasing Intentions: The Mediatıng Role of Game Involvement. Marketing, 16(3), 113-125.
  • Bambauer, S. (2006). Effects of brand placement in PC/video games on the change of the attitude toward the advertised brand. Enhancing Knowledge Development in Marketing, 231.
  • Bogonondo, B., & Artanti, Y. (2019). Effects of brand placement and player involvement on brand awareness: an empirical study on online game players. Diponegoro International Journal of Business, 2(1), 23-30.
  • Chaney, I., Hosany, S., Wu, M. S. S., Chen, C. H. S., & Nguyen, B. (2018). Size does matter: Effects of in-game advertising stimuli on brand recall and brand recognition. Computers in Human Behavior, 86, 311-318.
  • Chou, T.J., & Ting, C. C. (2003). The role of flow experience in cyber-game addiction. CyberPsychology & Behavior, 6(6), 663-675.
  • Chua, D., Kainama, N., Adji, M. N., & Feranita, F. (2019). Consumer Preference on Paid Game Microtransaction. Journal of Research in Marketing, 10(3), 832-842.
  • Cianfrone, B. A., Trail, G. T., Zhang, J. J., & Lutz, R. J. (2008). Effectiveness of in-game advertisements in sport video games: An experimental inquiry on current gamers. International Journal of Sport Communication, 1(2), 195-218.
  • Cohen, J. (1988). Statistical power analysis for the behavioural sciences. 2nd Edition, Lawrence Erlbaum Associates, USA
  • Dal Canbazoğlu, A. (2019). Y Kuşağının Geleneksel Reklamlara Yönelik Tutumları ile Oyun Reklamlara Yönelik Tutumlarının Karşılaştırılması. Erciyes İletişim Dergisi, 6(2), 1525-1550.
  • Dardis, F., Schmierbach, M., Sherrick, B., & Luckman, B. (2019). How game difficulty and ad framing influence memory of in-game advertisements. Journal of Consumer Marketing.
  • Darley, W. K., & Smith, R. E. (1995). Gender differences in information processing strategies: An empirical test of the selectivity model in advertising response. Journal of advertising, 24(1), 41-56.
  • De Pelsmacker, P., Dens, N., & Verberckmoes, S. (2019). How ad congruity and interactivity affect fantasy game players' attitude toward in-game advertising. Journal of Electronic Commerce Research, 20(1).
  • Endriss, U., & Leite, J. (2014). Predicting players behavior in games with microtransactions. In STAIRS 2014: Proceedings of the 7th European Starting AI Researcher Symposium (Vol. 264, p. 230). IOS Press.
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Ghirvu, A. (2013). In-game advertising: advantages and limitations for advertisers. The USV Annals of economics and public administration, 12(1 (15)), 114-119.
  • Ghosh, T., & Rao, V. G. (2015). Should I Win or Should I not Lose?: A Research Framework Exploring the Role of Motivation in Processing Brand Related Information in Advergames. Indian Journal of Marketing, 45(2), 47-58.
  • Glass, Z. (2007). The effectiveness of product placement in video games. Journal of Interactive Advertising, 8(1), 23-32.
  • Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2014). Pearson new international edition. In Multivariate data analysis, Seventh Edition. Pearson Education Limited Harlow, Essex.
  • Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
  • Henseler, J. (2017). Partial least squares path modeling. In Advanced methods for modeling markets (pp. 361-381). Springer, Cham.
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.
  • Herrewijn, L., & Poels, K. (2013). Putting brands into play: How game difficulty and player experiences influence the effectiveness of in-game advertising. International Journal of Advertising, 32(1), 17-44.
  • Ho, C. H., & Wu, T. Y. (2012). Factors affecting intent to purchase virtual goods in online games. International Journal of Electronic Business Management, 10(3), 204-212.
  • Ho, S. H., Lin, Y. L., & Yang, Y. T. (2011). In-game advertising: Consumers attitude and the effect of product placements on memory. African Journal of Business Management, 5(24), 10117-10127.
  • Huang, J. H., & Yang, T. K. (2012). The effectiveness of in-game advertising: the impacts of ad type and game/ad relevance. International journal of electronic business management, 10(1), 61.
  • Hussein, Z., Wahid, N. A., & Saad, N. (2010). Evaluating telepresence experience and game players' intention to purchase product advertised in advergame. World Academy of Science, Engineering and Technology, 66, 1625-1630.
  • Jung, Y., & Kang, H. (2010). User goals in social virtual worlds: A means-end chain approach. Computers in Human Behavior, 26(2), 218-225.
  • Karahisar, T. (2013). Türkiye’de dijital oyun sektörünün durumu. Sanat Tasarım ve Manipülasyon Sempozyumu Bildiri Kitabı, 107-113.
  • Lewis, B., & Porter, L. (2010). In-game advertising effects: Examining player perceptions of advertising schema congruity in a massively multiplayer online role-playing game. Journal of Interactive Advertising, 10(2), 46-60.
  • Malhotra, G., Mishra, S., & Saxena, G. (2021). Consumers' psychological reactance and ownership in in-game advertising. Marketing Intelligence & Planning.
  • Martí-Parreño, J., Bermejo-Berros, J., & Aldás-Manzano, J. (2017). Product placement in video games: The effect of brand familiarity and repetition on consumers' memory. Journal of Interactive Marketing, 38, 55-63.
  • Mau, G., Silberer, G., & Constien, C. (2008). Communicating brands playfully: Effects of in-game advertising for familiar and unfamiliar brands. International Journal of Advertising, 27(5), 827-851.
  • McMahan, C., Hovland, R., & McMillan, S. (2009). Online marketing communications: Exploring online consumer behavior by examining gender differences and interactivity within internet advertising. Journal of Interactive Advertising, 10(1), 61-76.
  • Nelson, M. R., Keum, H., & Yaros, R. A. (2004). Advertainment or adcreep game players' attitudes toward advertising and product placements in computer games. Journal of Interactive Advertising, 5(1), 3-21.
  • ÖZÜÖLMEZ, P. (2019). Yeni İletişim Ortamı Olarak Dijital Oyunlarda Deneyim İçerikli Yeni Bir Reklam Uygulaması: Skillful Finger Örneği. Erciyes İletişim Dergisi, 6(2), 1383-1404.
  • Papadopoulos, S. (2020). Effects of in-game advertising on brand awareness in virtual reality game interactions.
  • Park, B. W., & Lee, K. C. (2011). Exploring the value of purchasing online game items. Computers in Human Behavior, 27(6), 2178-2185.
  • Peterson, S. (2011). Games With Advertising: The Way Forward. Business Insider.
  • Reza, A., Chu, S., Khan, Z., Nedd, A., Castillo, A., & Gardner, D. (2019, March). Skins for sale: Linking player identity, representation, and purchasing practices. In International Conference on Information (pp. 124-131). Springer, Cham.
  • Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH.
  • Russell, C. A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude. Journal of consumer research, 29(3), 306-318.
  • Russell, C. A. (2019). Expanding the agenda of research on product placement: a commercial intertext. Journal of Advertising, 48(1), 38-48.
  • Soebandhi, S., & Andriansyah, Y. (2017). In-game advertising: Analyzing the effects of brand congruity, integration, and prominence towards IGA attitude and purchase intention. Jurnal Manajemen Teknologi, 16(3), 258-270.
  • Taber, K. S. (2018). The use of Cronbach’s alpha when developing and reporting research instruments in science education. Research in Science Education, 48(6), 1273-1296.
  • Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of advertising, 42(2-3), 95-112.
  • Tomić, N. Z. (2018). economic Model of Microtransactions in video Games. J. Econ. Sci. Res. Vol, 1(01).
  • Yang, M., Roskos-Ewoldsen, D. R., Dinu, L., & Arpan, L. M. (2006). The effectiveness of" in-game" advertising: Comparing college students' explicit and implicit memory for brand names. Journal of Advertising, 35(4), 143-152
  • Yoo, S. C., & Peña, J. (2011). Do violent video games impair the effectiveness of in-game advertisements? The impact of gaming environment on brand recall, brand attitude, and purchase intention. Cyberpsychology, Behavior, and Social Networking, 14(7-8), 439-446.
  • Zhu, D. H., & Chang, Y. P. (2015). Effects of interactions and product information on initial purchase intention in product placement in social games: the moderating role of product familiarity. Journal of Electronic Commerce Research, 16(1), 22.
There are 51 citations in total.

Details

Primary Language English
Journal Section Makaleler
Authors

Can Efecan Akhan 0000-0003-1731-0075

Erkan Özdemir 0000-0003-0903-7638

Early Pub Date April 28, 2022
Publication Date April 29, 2022
Acceptance Date January 27, 2022
Published in Issue Year 2022 Issue: 61

Cite

APA Akhan, C. E., & Özdemir, E. (2022). THE EFFECT OF IN-GAME PRODUCT PLACEMENT ON ATTITUDE TOWARDS IN-GAME ADVERTISEMENTS AND IN-GAME PURCHASE INTENTION: A STUDY ON YOUNG CONSUMERS. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(61), 385-406. https://doi.org/10.18070/erciyesiibd.990855

Cited By

Markaların Oyun İçi Reklam Uygulamaları Üzerine Bir Araştırma
Kritik İletişim Çalışmaları Dergisi
https://doi.org/10.53281/kritik.1567235
Sanal Ürünler ve Değişen Tüketim: Sanal Ürün Tüketimini Dijital Oyunlar Üzerinden Okumak
Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi
https://doi.org/10.52642/susbed.1468526
What do you see and what do you recall?: Using eye tracking to understand product placement
Cogent Business & Management
https://doi.org/10.1080/23311975.2022.2120263
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Every submitted manuscript undergoes a double-blind peer review process and similarity/plagiarism checks via iThenticate.
Submissions must be original and not previously published, accepted for publication, or under review elsewhere.
Articles published in the journal can be cited under the Open Access Policy and Creative Commons license, provided proper attribution is given.
The journal is published three times a year, in April, August, and December. It includes original, high-quality, and scientifically supported research articles and reviews in its listed fields. Academic studies unrelated to these disciplines or their theoretical and empirical foundations are not accepted. The journal's languages are Turkish and English.

Submissions are first subject to a preliminary review for format and content. Manuscripts not meeting the journal's standards are rejected by the editorial board. Manuscripts deemed suitable proceed to the peer review stage.

Each submission is sent to at least two expert reviewers. If both reviews are favorable, the article is approved for publication. In cases where one review is positive and the other negative, the editorial board decides based on the reviews or may send the manuscript to a third reviewer.

Articles published in the journal are open access and can be cited under the Creative Commons license, provided proper attribution is made.