Oyunlaştırmanın marka bilinirliği üzerine etkisi: Perakende sektörü ve sağlıklı yaşam uygulamaları üzerine bir çalışma
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Date
2023
Authors
Tengilimoğlu, Dilaver
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Open Access Color
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Abstract
Özellikle teknolojik gelişmelerle birlikte hızlı bir ilerleme gösteren dijitalizasyon, oyunlaştırmanın da dijital ortamlarda daha sık ve kolay uygulanabilir hale gelmesine neden olmuştur. Pekçok araştırmacı tarafından genel olarak, oyun unsurlarının ve oyun mekaniklerin oyun olmayan alanlarda kullanılması şeklinde tanımlanan oyunlaştırma, pazarlama alanında da müşteri katılımının sağlanması, ayrıca marka, firma ve müşteri arasında önemli bağlar kurulması etkisini yaratmaktadır. Son yıllarda dijitalleşmedeki hızlı değişimle birlikte e-ticaret hacminde ve oyun teknolojisinde de önemli gelişmeler elde edilmiş, bu iki unsurun uyumundan hareketle pazarlama alanında oyunlaştırma uygulamaları da sıklıkla kullanılır hale gelmiştir. Oyunlaştırma, bir müşterinin bir web sitesini veya mağazayı daha sık ziyaret etmesini, çalışanların performanslarını daha kolay takip ettikleri motivasyon yaratıcı bir sistemle çalışmalarını sağlayabilmektedir. Bu çalışmanın amacı, son yıllarda yükselen bir trend haline gelen oyunlaştırmanın pazarlama alanındaki kullanımına ilişkin incelemelerde bulunmaktır. Bu kapsamda öncelikle, literatür incelemesi yapılmış, ayrıca nicel araştırma yöntemlerinden olan tarama tekniği kullanılarak, oyunlaştırma uygulamalarının marka bilinirliği üzerinde etkilerinin analiz edilmesi amaçlanmıştır. Çalışma evreninin büyüklüğü nedeniyle çalışma kapsamı sağlıklı yaşam uygulamaları ve perakende sektörü ele alınarak daraltılmıştır. Ayrıca kolayda örneklem yöntemi kullanılmış ve 400 kişiye anket uygulanmıştır. Anket sonucunda, oyunlaştırmanın marka bilinirliği ve marka tutumu üzerinde pozitif etkiye sahip olduğu (r=0.55); demografik etkenlerin oyunlaştırma kullanımında etkisinin bulunduğu sonucuna ulaşılmıştır.
Digitization, which has made rapid progress especially with technological developments, has also caused gamification to become more frequent and easy to apply in digital environments. Gamification, which is generally defined by the most of the researchers, as the use of game elements and game mechanics in non-game areas, creates the effect of ensuring customer participation in the field of marketing, as well as establishing important bonds between the brand, the company and the customer. With the rapid change in digitalization in recent years, significant developments have been achieved in e-commerce volume and game technology, and gamification applications have become frequently used in the field of marketing, based on the harmony of these two elements. Gamification can enable a customer to visit a website or store more often, and to work with a motivational system where employees can follow their performance more easily. The aim of this study is to examine the use of gamification, which has become a rising trend in recent years, in the field of marketing. In this context, first of all, a literature review was made. Then it was aimed to analyze the effects of gamification applications on brand awareness by using the survey method, which is one of the quantitative research methods. Due to the size of the study population, the scope of the study was narrowed by considering healthy living applications and the retail sector. In addition, non-random sampling method was used and a questionnaire was applied to 400 people. As a result of the survey, gamification has a positive effect on brand awareness (r=0.55) and the attitude to the gamified applications has a positive effect on brand awareness (r=0.58); in the use of gamification by demographic factors effect was found.
Digitization, which has made rapid progress especially with technological developments, has also caused gamification to become more frequent and easy to apply in digital environments. Gamification, which is generally defined by the most of the researchers, as the use of game elements and game mechanics in non-game areas, creates the effect of ensuring customer participation in the field of marketing, as well as establishing important bonds between the brand, the company and the customer. With the rapid change in digitalization in recent years, significant developments have been achieved in e-commerce volume and game technology, and gamification applications have become frequently used in the field of marketing, based on the harmony of these two elements. Gamification can enable a customer to visit a website or store more often, and to work with a motivational system where employees can follow their performance more easily. The aim of this study is to examine the use of gamification, which has become a rising trend in recent years, in the field of marketing. In this context, first of all, a literature review was made. Then it was aimed to analyze the effects of gamification applications on brand awareness by using the survey method, which is one of the quantitative research methods. Due to the size of the study population, the scope of the study was narrowed by considering healthy living applications and the retail sector. In addition, non-random sampling method was used and a questionnaire was applied to 400 people. As a result of the survey, gamification has a positive effect on brand awareness (r=0.55) and the attitude to the gamified applications has a positive effect on brand awareness (r=0.58); in the use of gamification by demographic factors effect was found.
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İşletme, Business Administration, Oyunlaştırma, Gamification
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127