Gamification Characteristics' Effects On Brand Loyalty

Yıl 2020, Cilt: 15 Sayı: 58, 270 - 287, 30.04.2020

Mehmet Özer Demir , Zuhal Gök Demir

https://doi.org/10.19168/jyasar.558862

Cited By: 2

Öz

Gamification is a research subject emerging in the areas of education, business management, marketing, public
relations, health, sustainability, computer science and tourism. Gamification
practices are researched within brand management context, especially in brand
loyalty context. However, literature is missing the link between gamification
and brand loyalty. In this study, gamification characteristics and proneness to
brand loyalty are researched to enlighten the relationship. To test this
relationship in the research model, attitudinal perceptions of a sample of 376
university students are researched using structural equation modeling. Results
suggest that not all gamification characteristics effects brand loyalty, but
only one. Brand managers can benefit from the statistically significant
gamification characteristics and brand loyalty relationship, as well as not
significant relationships. The findings of this study can permit future studies
researching the link between gamification and brand loyalty.

Anahtar Kelimeler

Gamification, Brand Loyalty, Brand Management, Structural Equation Modeling

Oyunlaştırma Özelliklerinin Marka Sadakati Üzerine Etkisi

Öz

Oyunlaştırma eğitim,
işletme yönetimi, pazarlama, halkla ilişkiler, sağlık, sürdürülebilirlik,
bilgisayar bilimleri ve turizm alanlarında son dönemde ortaya çıkan bir
araştırma konusudur. Oyunlaştırma uygulamaları marka yönetimi bağlamında,
özellikle marka sadakati bağlamında araştırmalara konu olmuştur. Ancak, yazında
oyunlaştırma ve marka sadakati arasındaki ilişki eksiktir. Bu çalışmada,
oyunlaştırma özellikleri ve marka bağlılığına yatkınlık incelenerek ilişki aydınlatılmaya
çalışılmıştır. Araştırma modelinde bu ilişkiyi test etmek için 376 üniversite
öğrencisinin tutumsal algıları yapısal eşitlik modellemesi kullanılarak
araştırılmıştır. Sonuçlar, tüm oyunlaştırma özelliklerinin marka sadakati
üzerinde etkisi olmadığını, yalnızca bir tanesinin etkili olduğunu göstermektedir.
Marka yöneticileri, istatistiksel olarak anlamlı olmayan oyunlaştırma
özellikleri ve marka sadakati ilişkisinden ve aynı zamanda anlamlı bulunan
ilişkilerden faydalanabilir. Bu çalışmanın bulguları, oyunlaştırma ve marka
sadakati arasındaki kayıp bağlantıyı araştıran gelecekteki çalışmalara yol
göstermektedir.

Anahtar Kelimeler

Oyunlaştırma, Marka Sadakati, Marka Yönetimi, Yapısal Eşitlik Modellemesi

Kaynakça

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