Dijital Pazarlamada Oyunlaştırmanın Yükselişi: Oyunlaştırmanın Geleceğine Dair Bibliyometrik Bir İnceleme
Keywords:
Oyunlaştırma, Dijital Pazarlama, Bibliyometrik Analiz, Tüketici Davranışı, Kullanıcı Deneyimi, Oyun SektörüAbstract
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.
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