As the popularity of gaming has increased, the importance and effectiveness of in-game advertisements have become more relevant to marketers. However, despite this development, both marketing academics and practitioners do not fully comprehend how consumers respond to in-game advertisements. This study focuses on the dynamics associated with in-game advertisements, considering the privacy concerns and ad relevance expectations of consumers/gamers.

The proliferation of the internet and electronic commerce has given the manufacturers the opportunity of direct marketing. This study analyzes the decision of manufacturers regarding whether to sell the products through independent sales company or to sel