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.

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İş müzakerelerinin başarı ile sonlandırılması her müzakerecinin öncelikli hedefidir. Etkili iletişim ve mizahi öğeler satış sürecinde müzakere performansında artışa, hatta yer yer gülmeyi tetikleyerek satış elemanına ve dolayısıyla satış sürecine yönelik olumlu hislerin oluşmasına yol açmaktadır. Bu bağlamda çalışma, satış elemanlarının kişisel mizah eğilimleri ve buna bağlı olarak iletişim yetenekleri ile müzakere performansları arasındaki ilişkiyi incelemektedir. Analiz sonuçları iletişim yeteneği ve kişisel mizah yönelimi ile müzakere performansı arasında beklendiği üzere pozitif ilişki olduğu sonucunu ortaya koymaktadır. Bunun yanı sıra satış sürecinde satış elemanlarının kişisel mizah anlayışlarının satış performansı üzerindeki etkisinde müzakere iletişiminin aracılık rolü üstlendiği belirlenmiştir. Çalışmada analiz sonuçlarına bağlı olarak teorik ve pratik öneriler sunulmuştur. Satış elemanları iletişimi güçlendiren bir faktör olarak mizahı, müzakere başarılarını arttırmak adına ölçülü olmak kaydıyla kullanabilirler.

Today's competitive market conditions impose new responsibilities on salespeople to create new needs, meet customer requests and needs, and create long-term satisfaction. In the personal selling process, salespersons' technical competencies, personality traits, and values are reflected in their sales performance as a trigger of their interaction with the customer. In this context, personality traits and personal values have serious importance in the success of the personal selling process. This study focuses on determining the mediating role of values between personality and sales performance as a reflection of this importance. The direct effect of personality traits on sales performance and the mediating role of personal values was measured using the PLS method. Analysis results confirm the positive effect of personality traits on sales performance and the mediating role of personal values. The study is concluded with theoretical and practical suggestions.