Violent Content in Digital Game Marketing: A TCCM + ADO Based Systematic Review

Bu makalenin ilk hali 26 Haziran 2026 tarihinde yayımlandı. https://dergipark.org.tr/tr/pub/igdiriibf/article/1937871

Öz

This study aims to systematically review the effects of marketing communication in digital gaming environments on consumer behavior, and to comprehensively examine the role of violent content within this relationship. Integrating Paul and Rosado-Serrano's (2019) TCCM framework with Paul and Benito's (2018) ADO framework, 1,079 records retrieved from Scopus and Web of Science databases were screened following the PRISMA protocol, and 92 articles were included in the final analysis. A sub-corpus of 11 articles (n=11) directly addressing violent content was separately analyzed. ADO analysis reveals that violent gaming environments significantly impair brand recall and brand attitude, with these effects varying differentially by gender. TCCM analysis demonstrates that the Limited Capacity Model and Affect Transfer Theory are dominant theoretical frameworks, experimental design is central to methodological norms, and geographical diversity remains highly limited. Emerging markets, mobile gaming platforms, and the absence of longitudinal designs are identified as priority research gaps.

Anahtar Kelimeler

• Dijital oyun pazarlaması
• şiddet içerikli video oyunları
• oyun içi reklamcılık
• advergame
• TCCM
• ADO
• sistematik derleme

Destekleyen Kurum

No financial or institutional support was received from any organization.

Etik Beyan

This study is a systematic literature review based on the synthesis of existing published research. No data were collected from human participants, and no experimental procedures, observations, or interventions were conducted. Accordingly, ethical committee approval was not required. Artificial intelligence-assisted language model tools were used to a limited extent during the writing process. AI tools were not employed in literature searching, source selection, data coding, or analytical interpretation; they served solely as assistive tools for reviewing the manuscript in terms of language and formatting. All content, analytical decisions, and interpretations belong to the authors, who bear full responsibility for the accuracy and integrity of the information presented.

Dijital Oyun Pazarlamasında Şiddet İçeriği: TCCM + ADO Temelli Sistematik Derleme

Bu makalenin ilk hali 26 Haziran 2026 tarihinde yayımlandı. https://dergipark.org.tr/tr/pub/igdiriibf/article/1937871

Düzeltme Notu

Sayfa numaraları değişimi.

Öz

Bu çalışma, dijital oyun ortamında pazarlama iletişiminin tüketici davranışı üzerindeki etkilerini sistematik biçimde derlemeyi ve şiddet içeriğinin bu ilişkideki rolünü kapsamlı olarak incelemeyi amaçlamaktadır. Paul ve Rosado-Serrano'nun (2019) TCCM çerçevesi ile Paul ve Benito'nun (2018) ADO çerçevesi bütünleştirilerek; Scopus ve Web of Science veritabanlarından elde edilen 1.079 kayıt PRISMA protokolüne uygun biçimde taranmış, 92 makale nihai analize dahil edilmiştir. Bu makaleler arasından şiddet içeriğini doğrudan ele alan 11 makalelik bir alt küme (n=11) ayrıca incelenmiştir. ADO analizi, şiddet içerikli oyun ortamlarının marka hatırlanırlığını ve marka tutumunu anlamlı ölçüde olumsuz etkilediğini; bu etkinin cinsiyet tarafından diferansiyel biçimde değiştiğini ortaya koymaktadır. TCCM analizi, Sınırlı Kapasite Modeli ve Etkileme Transferi Teorisinin baskın teorik çerçeveler olduğunu, deneysel tasarımın metodolojik normun merkezinde yer aldığını ve coğrafi çeşitliliğin son derece sınırlı kaldığını göstermektedir. Gelişmekte olan pazarlar, mobil oyun platformları ve boylamsal tasarım eksiklikleri öncelikli araştırma boşlukları olarak belirlenmiştir.

Anahtar Kelimeler

• Dijital oyun pazarlaması
• şiddet içerikli video oyunları
• oyun içi reklamcılık
• advergame
• TCCM
• ADO
• sistematik derleme

Destekleyen Kurum

Herhangi bir kurumdan destek alınmamıştır.

Etik Beyan

Bu çalışma, mevcut yayımlanmış literatürün sistematik olarak derlenmesine dayanan bir literatür derleme çalışmasıdır. İnsan katılımcılar üzerinde herhangi bir veri toplama işlemi gerçekleştirilmemiş; deney, gözlem ya da müdahale uygulanmamıştır. Bu nedenle etik kurul onayı gerekmemektedir. Çalışmada yapay zeka destekli dil modeli araçlarından yazım sürecinde sınırlı biçimde yararlanılmıştır. Yapay zeka, literatür taraması, kaynak seçimi, veri kodlaması ve analitik yorumlama süreçlerinde kullanılmamış; yalnızca metnin dil ve biçim açısından gözden geçirilmesinde yardımcı araç olarak işlev görmüştür. Tüm içerik, analitik karar ve yorumlar yazarlara aittir; yazarlar sunulan bilgilerin doğruluğundan ve bütünlüğünden tam olarak sorumludur.

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