Dijital Pazarlamada Oyunlaştırmanın Yükselişi: Oyunlaştırmanın Geleceğine Dair Bibliyometrik Bir İnceleme
Anahtar Kelimeler:
Oyunlaştırma- Dijital Pazarlama- Bibliyometrik Analiz- Tüketici Davranışı- Kullanıcı Deneyimi- Oyun SektörüÖzet
Bu bibliyometrik inceleme, dijital pazarlama alanında yayımlanmış, oyunlaştırma üzerine yapılan araştırmaların mevcut durumuna genel bir bakış sunmaktadır. Kapsamlı bir arama stratejisi kullanılarak, çeşitli akademik veri tabanlarından toplam 217 ilgili makale tespit edilmiştir. Bulgular, son on yılda dijital pazarlama alanında yayımlanmış, oyunlaştırma üzerine yapılan yayınların sayısında istikrarlı bir artış olduğunu ve 2020'de önemli bir zirve yaptığını göstermektedir. En yaygın araştırma konuları, oyunlaştırmanın tüketici davranışı, kullanıcı deneyimi, katılım ve motivasyon üzerindeki etkileriyle ilgilidir. Çalışma aynı zamanda pazarlamada oyunlaştırma çalışmalarında en sık kullanılan anahtar kelimeleri de vurguluyor: oyunlaştırmanın kendisi, pazarlama, katılım, motivasyon ve sadakat. Ayrıca, pazarlamada oyunlaştırma araştırmalarının büyük çoğunluğunun Kuzey Amerika ve Avrupa bölgelerine odaklandığı görülüyor. Buna ek olarak, dijital pazarlama alanında yayımlanmış, oyunlaştırma araştırmalarında en çok çalışılan sektörler arasında oyun endüstrisi, sağlık ve fitness, eğitim ve perakende yer alıyor. Son olarak çalışma, oyunlaştırmanın dijital pazarlamada, özellikle de sosyal medya pazarlaması, mobil pazarlama ve e-ticaret alanlarında kullanımına yönelik artan ilgiye dikkat çekiyor. Bibliyometrik inceleme, dijital pazarlama alanında yayımlanmış, oyunlaştırma üzerine yapılan araştırmaların mevcut durumunun kapsamlı bir şekilde anlaşılmasını sağlıyor. Bulgular, literatürdeki önemli eğilimleri ve boşlukları ortaya koyuyor ve bu da konuyla ilgili gelecekteki araştırmalara yol göstermeye yardımcı olabilir. Genel olarak bu çalışma, dijital pazarlama alanında yayımlanmış, oyunlaştırmanın potansiyelini ve tüketici davranışı, katılımı ve motivasyonu üzerindeki etkisini tam olarak anlamak için daha fazla araştırma yapılması gerektiğini vurgulamaktadır.
Referanslar
Abou-Shouk, M., & Soliman, M. (2021). The impact of gamification adoption intention on brand awareness and loyalty in tourism: The mediating effect of customer engagement. Journal of Destination Marketing & Management, 20, 10.
Ahn, S. J., Johnsen, K., & Ball, C. (2019). Points-based reward systems in gamification impact children’s physical activity strategies and psychological needs. Health Education & Behavior, 46(3), 417-425.
Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2020). Bibliometric analysis. Journal of Theoretical and Applied Information Technology, 98(15), 2948-2962.
Behl, A., & Pereira, V. (2021). What's behind a scratch card? Designing a mobile application using gamification to study customer loyalty: An experimental approach. Australasian Journal of Information Systems, 25, 24.
Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: Defining gamification Academic MindTrek conference: Envisioning future media environments, Helsinki: ACM.
Dicheva, D., Dichev, C., Agre, G., & Angelova, G. (2015). Gamification in Education: A Systematic Mapping Study. Educational Technology & Society, 18(3), 75-88.
Dikcius, V., Urbonavicius, S., Adomaviciute, K., Degutis, M., & Zimaitis, I. (2021). Learning Marketing Online: The Role of Social Interactions and Gamification Rewards. Journal of Marketing Education, 43(2), 159-173.
Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285-296.
Ellegaard, O., & Wallin, J. A. (2015). The bibliometric analysis of scholarly production: How great is the impact? Scientometrics, 105, 1809-1831.
Eppmann, R., Bekk, M., & Klein, K. (2018). Gameful Experience in Gamification: Construction and Validation of a Gameful Experience Scale GAMEX. Journal of Interactive Marketing, 43, 98-115.
Fathian, M., Sharifi, H., & Solat, F. (2019). Investigating the effect of gamification mechanics on customer loyalty in online stores. Journal of Information Technology Management, 11(4), 1-23.
Garcia-Jurado, A., Castro-Gonzalez, P., Torres-Jimenez, M., & Leal-Rodriguez, A. L. (2019). Evaluating the role of gamification and flow in e-consumers: millennials versus generation X. Kybernetes, 48(6), 1278-1300.
Garcia-Jurado, A., Torres-Jimenez, M., Leal-Rodriguez, A. L., & Castro-Gonzalez, P. (2021). Does gamification engage users in online shopping? Electronic Commerce Research and Applications, 48, 15.
Graziano, A. (2019). Learning second language through restaurant menu dish names. Journal of E-Learning and Knowledge Society, 15(1), 67-82.
Hamari, J. (2013). Transforming homo economicus into homo ludens: A field experiment on gamification in a utilitarian peer-to-peer trading service. Electronic Commerce Research and Applications, 12(4), 236-245.
Hamari, J. (2017). Do badges increase user activity? A field experiment on the effects of gamification. Computers in Human Behavior, 71, 469-478.
Hamari, J., & Koivisto, J. (2014). Measuring flow in gamification: Dispositional flow scale-2. Computers in Human Behavior, 40, 133-143.
Hamid, M., & Kuppusamy, M. (2017). Gamification implementation in service marketing: A literature. Electronic Journal of Business & Management, 2(1), 38-50.
Harwood, T., & Garry, T. (2015). An investigation into gamification as a customer engagement experience environment. Journal of Services Marketing, 29(6/7), 533-546.
Hofacker, C. F., De Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and mobile marketing effectiveness. Journal of Interactive Marketing, 34(1), 25-36.
Hsu, C. L., & Chen, M. C. (2018a). How does gamification improve user experience? An empirical investigation on the antecedences and consequences of user experience and its mediating role. Technological Forecasting and Social Change, 132, 118-129.
Hsu, C. L., & Chen, M. C. (2018b). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88, 121-133.
Hsu, C. L., Chen, Y. C., Yang, T. N., & Lin, W. K. (2017). Do website features matter in an online gamification context? Focusing on the mediating roles of user experience and attitude. Telematics and Informatics, 34(4), 196-205.
Huotari, K., & Hamari, J. (2017). A definition for gamification: anchoring gamification in the service marketing literature. Electronic Markets, 27(1), 21-31.
Huseynli, B., & Bozbay, Z. (2018). The Effect of Gamification Adoption in Mobile Applications on Consumers' Attitude and Use Intention. Istanbul Business Research, 47(1), 64-87.
Hwang, J., & Choi, L. (2020). Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty. Journal of Business Research, 106, 365-376.
Insley, V., & Nunan, D. (2014). Gamification and the online retail experience. International Journal of Retail & Distribution Management, 42(5), 340-351.
Jaskari, M. M., & Syrjala, H. (2022). A Mixed-Methods Study of Marketing Students' Game-Playing Motivations and Gamification Elements. Journal of Marketing Education, 17.
Kamboj, S., Rana, S., & Drave, V. A. (2020). Factors Driving Consumer Engagement and Intentions with Gamification of Mobile Apps. Journal of Electronic Commerce in Organizations, 18(2), 17-35.
Kim, K., & Ahn, S. J. (2017). The Role of Gamification in Enhancing Intrinsic Motivation to Use a Loyalty Program. Journal of Interactive Marketing, 40, 41-51.
Koivisto, J., & Hamari, J. (2019). The rise of motivational information systems: A review of gamification research. International Journal of Information Management, 45, 191-210.
Landers, R. N., Auer, E. M., Collmus, A. B., & Armstrong, M. B. (2018). Gamification Science, Its History and Future: Definitions and a Research Agenda. Simulation & Gaming, 49(3), 315-337.
Landers, R. N., Bauer, K. N., & Callan, R. C. (2017). Gamification of task performance with leaderboards: A goal setting experiment. Computers in Human Behavior, 71, 508-515.
Lee, S. A., & Lee, J. (2019). Enhancing customers' brand loyalty via branded hotel apps. Journal of Quality Assurance in Hospitality & Tourism, 20(3), 339-361.
Lewis, Z. H., Swartz, M. C., & Lyons, E. J. (2016). What's the point?: A review of reward systems implemented in gamification interventions. Games for Health Journal, 5(2), 93-99.
Lister, C., West, J. H., Cannon, B., Sax, T., & Brodegard, D. (2014). Just a fad? Gamification in health and fitness apps. JMIR Serious Games, 2(2), e3413.
Milanesi, M., Guercini, S., & Runfola, A. (2022). Let's play! Gamification as a marketing tool to deliver a digital luxury experience. Electronic Commerce Research, 18.
Mitchell, R., Schuster, L., & Jin, H. S. (2020). Gamification and the impact of extrinsic motivation on needs satisfaction: Making work fun? Journal of Business Research, 106, 323-330.
Nobre, H., & Ferreira, A. (2017). Gamification as a platform for brand co-creation experiences. Journal of Brand Management, 24(4), 349-361.
Nour, M. M., Rouf, A. S., & Allman-Farinelli, M. (2018). Exploring young adult perspectives on the use of gamification and social media in a smartphone platform for improving vegetable intake. Appetite, 120, 547-556.
Olaison, L., & Taalas, S. L. (2016). Game of gamification: Marketing, consumer resistance and digital play. In B. Dymek & P. Zackariasson (Eds.), The Business of Gamification (pp. 81-102). Routledge.
Ortiz‐Rojas, M., Chiluiza, K., & Valcke, M. (2019). Gamification through leaderboards: An empirical study in engineering education. Computer Applications in Engineering Education, 27(4), 777-788.
Osipov, I. V., Nikulchev, E., Volinsky, A. A., & Prasikova, A. Y. (2015). Study of Gamification Effectiveness in Online e-Learning Systems. International Journal of Advanced Computer Science and Applications, 6(2), 71-77.
Parapanos, D., & Michopoulou, E. (2022). Innovative mobile technology in hotels and the use of gamification. Tourism Planning & Development, 26.
Persson, O., Danell, R., & Schneider, J. W. (2009). How to use Bibexcel for various types of bibliometric analysis. Celebrating scholarly communication studies: A Festschrift for Olle Persson at his 60th Birthday, 5, 9-24.
Pour, M. J., Rafiei, K., Khani, M., & Sabrirazm, A. (2021). Gamification and customer experience: the mediating role of brand engagement in online grocery retailing. Nankai Business Review International, 12(3), 340-357.
Robledo, J. L. R., Lucena, F. N., & Arenas, S. J. (2013). Gamification as a strategy of internal marketing. Intangible Capital, 9(4), 1113-1144.
Seaborn, K., & Fels, D. I. (2015). Gamification in theory and action: A survey. International Journal of Human-Computer Studies, 74, 14-31.
Seiffert-Brockmann, J., Weitzl, W., & Henriks, M. (2018). Stakeholder engagement through gamification Effects of user motivation on psychological and behavioral stakeholder reactions. Journal of Communication Management, 22(1), 67-78.
Sheetal, Tyagi, R., & Singh, G. (2022). Gamification and customer experience in online retail: a qualitative study focusing on ethical perspective. Asian Journal of Business Ethics, 21.
Streukens, S., van Riel, A., Novikova, D., & Leroi-Werelds, S. (2019). Boosting customer engagement through gamification: a customer engagement marketing approach. Edward Elgar Publishing Ltd. ://WOS:000568520400004
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.
Torres-Toukoumidis, A., & Marin-Mateos, P. (2017). Gamification in mobile applications for banking services in Spain. Retos-Revista De Ciencias De La Administracion Y Economia, 7(13), 27-41.
Trigo-De la Cuadra, M., Vila-Lopez, N., & Hernandez-Fernandez, A. (2020). Could gamification improve visitors' engagement? International Journal of Tourism Cities, 6(2), 317-334.
White, M., & Shellenbarger, T. (2018). Gamification of nursing education with digital badges. Nurse Educator, 43(2), 78-82.
Xi, N. N., & Hamari, J. (2020). Does gamification affect brand engagement and equity? A study in online brand communities. Journal of Business Research, 109, 449-460.
Xu, F., Buhalis, D., & Weber, J. (2017). Serious games and the gamification of tourism. Tourism Management, 60, 244-256.
Xu, F. F., Tian, F., Buhalis, D., Weber, J., & Zhang, H. M. (2016). Tourists as Mobile Gamers: Gamification for Tourism Marketing. Journal of Travel & Tourism Marketing, 33(8), 1124-1142.
Xu, X., Chen, X., Jia, F., Brown, S., Gong, Y., & Xu, Y. (2018). Supply chain finance: A systematic literature review and bibliometric analysis. International Journal of Production Economics, 204, 160-173.
Yang, Y., Asaad, Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459-469.
Yilmaz, H., & Coskun, I. O. (2016). New Toy of Marketing Communication in Tourism: Gamification. In E. Sezgin (Ed.), E-Consumers in the Era of New Tourism (pp. 53-71). Springer-Verlag Singapore Pte Ltd. https://doi.org/10.1007/978-981-10-0087-4_4
Zhang, Y., Van Horen, F., & Zeelenberg, M. (2021). Increasing saving intentions through leaderboards: A gamification approach. PloS one, 16(4), e0249283.
