O. &. Altuna and F. Konuk, Understanding Consumer Attitudes Toward Mobile Advertising and Its Impact on Consumers' Behavioral Intentions: A Cross-Market Comparison of Unites States and Turkish Consumers, International Journal of Mobile Marketing, vol.2, issue.4, pp.43-51, 2009.

S. Barnes and E. Scornavacca, Mobile marketing: the role of permission and acceptance, International Journal of Mobile Communications, vol.2, issue.2, pp.128-139, 2004.
DOI : 10.1504/IJMC.2004.004663

S. Barutçu, Attitudes towards mobile marketing tools: A study of Turkish consumers, Journal of Targeting, Measurement and Analysis for Marketing, vol.11, issue.3, pp.26-38, 2007.
DOI : 10.1086/209015

K. Burns and R. Lutz, THE FUNCTION OF FORMAT: Consumer Responses to Six On-line Advertising Formats, Journal of Advertising, vol.35, issue.1, pp.53-63, 2006.
DOI : 10.2753/JOA0091-3367350104

Y. Chang, Y. J. Zhang, J. Luo, and J. , Online In-Game Advertising Effect: Examining the Influence of a Match Between Games and Advertising, Journal of Interactive Advertising, vol.35, issue.4, pp.63-73, 2010.
DOI : 10.1080/15252019.2010.10722178

I. Chaney, K. Lin, and J. Chaney, The Effect of Billboards within the Gaming Environment, Journal of Interactive Advertising, vol.19, issue.1, pp.37-45, 2004.
DOI : 10.1080/15252019.2004.10722092

C. Cho, The Effectiveness of Banner Advertisements: Involvement and Click-through, Journalism & Mass Communication Quarterly, vol.80, issue.3, pp.623-645, 2003.
DOI : 10.1177/107769900308000309

C. Cho, H. Cheon, Y. Choi, J. Hwang, and S. Mcmillan, Why Do People Avoid Advertising on the Internet Gearing Up for Mobile Advertising: A Cross-Cultural Examination of Key Factors That Drive Mobile Messages Home to Consumers, Journal of Advertising Psychology & Marketing, vol.33, issue.258, pp.89-97, 2004.

J. Choi, H. Seol, S. Lee, H. Cho, and Y. Park, Customer satisfaction factors of mobile commerce in Korea, Internet Research, vol.18, issue.3, pp.313-335, 2008.
DOI : 10.1108/10662240810883335

A. Dickinger and M. Kleijnen, Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons, Journal of Interactive Marketing, vol.22, issue.3, p.23, 2008.
DOI : 10.1002/dir.20115

R. Ducoffe, Advertising value and advertising on the Web, Journal of Advertising Research, vol.36, issue.5, pp.21-35, 1996.

M. Fishbein and I. Azjen, Belief, attitude, intention and behavior: An introduction to theory and research, 1975.

F. Analytics, Mobile Freemium Games: Gen Y Plays, but X Pays Available at: http://blog.flurry.com/?Tag=Mobile+Gaming, 2011.

Q. Gao, P. Rau, and G. Salvendy, Perception of Interactivity: Affects of Four Key Variables in Mobile Advertising, International Journal of Human-Computer Interaction, vol.15, issue.5, pp.479-505, 2006.
DOI : 10.1108/10662240310501658

T. Gao, F. Sultan, and . Rohm, Factors influencing Chinese youth consumers' acceptance of mobile marketing, Journal of Consumer Marketing, vol.27, issue.7, pp.574-583, 2010.
DOI : 10.1108/07363761011086326

J. Huang and T. Yang, The Effectiveness of In-Game Advertising: The Impacts of Ad Type and Game/Ad Relevance, International Journal of Business Management, vol.10, issue.1, pp.61-72, 2012.

K. Jung and B. Lee, Online vs. Offline Coupon Redemption Behaviors. The International Business &, Economics Research Journal, vol.9, issue.12, pp.23-36, 2010.

K. Inc, Company web pages Available at: http://www.kiip.me/. Cited on, 2012.

S. Kureshi and V. Sood, Indian gamers' recall, recognition and perceptions of in???game placements, Journal of Indian Business Research, vol.1, issue.4, pp.252-268, 2009.
DOI : 10.1108/17554190911013283

M. Lee and R. Faber, Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention, Journal of Advertising, vol.36, issue.4, pp.75-90, 2007.
DOI : 10.2753/JOA0091-3367360406

W. Marketing and . News, New Consumer-Facing Kiip App Makes Storing and Redeeming Kiip Rewards Easier Than Ever. Marketing Weekly News Available at: http://search, p.77, 2012.

C. Mcdaniel and R. Gates, Marketing Research. Seventh Edition, p.35, 2006.

M. Nelson, H. Keum, and R. Yaros, Advertainment or Adcreep Game Players??? Attitudes toward Advertising and Product Placements in Computer Games, Journal of Interactive Advertising, vol.3, issue.2, pp.3-21, 2004.
DOI : 10.1080/15252019.2004.10722090

. Nielsen, Available at: http://www.nielsen.com/us, State of the Media: U.S. Digital Consumer Report, pp.3-4, 2011.

J. Nunally, Psychometric theory, 1978.

P. Inc, Company web pages Available at: http://www.p4rc.com/index.html. Cited on, 2012.

A. Persaud and I. Azhar, Innovative mobile marketing via smartphones, Marketing Intelligence & Planning, vol.30, issue.4, pp.418-443, 2012.
DOI : 10.1108/02634501211231883

G. Rosenkrans, Maximizing User Interactivity through Banner Ad Design, Journal of Promotion Management, vol.4, issue.3, pp.265-287, 2010.
DOI : 10.1177/009207002236912

J. Salo, Digital Advertising in Mobile Games: A Conceptualization and Description of Mobile In- Game Advertising, International Business & Economics Review, vol.1, issue.1, pp.7-15, 2009.

C. Tangmanee and J. Rustanavibul, Product Placement in Online Games: An Exploration into Thai Gamers' Attitude, Journal of American Academy of Business, vol.17, issue.2, pp.92-98, 2012.

M. Tsang, H. Shu-chun, and L. Ting-peng, Consumer Attitudes Toward Mobile Advertising: An Empirical Study, International Journal of Electronic Commerce, vol.8, issue.3, pp.65-78, 2004.

R. Unni and R. Harmon, Perceived Effectiveness of Push vs. Pull Mobile Location Based Advertising, Journal of Interactive Advertising, vol.52, issue.3, p.1, 2007.
DOI : 10.1080/15252019.2007.10722129

K. Wise, P. Bolls, H. Kim, A. Venkataraman, and R. Meyer, Enjoyment of Advergames and Brand Attitudes, Journal of Interactive Advertising, vol.4, issue.2, pp.27-36, 2008.
DOI : 10.1080/15252019.2008.10722145

D. Xu, The Influence of Personalization in Affecting Consumer Attitudes Toward Mobile Advertising in China, The Journal of Computer Information Systems, vol.47, issue.2, pp.9-19, 2006.

M. Yang, D. Roskos-ewoldsen, L. Dinu, and L. Arpan, The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names, Journal of Advertising, vol.35, issue.4, pp.143-152, 2006.
DOI : 10.2753/JOA0091-3367350410