GAMIFICATION AS A SOCIAL MARKETING TOOL: A CONCEPTUAL ASSESSMENT

Yıl 2020, Cilt: 12 Sayı: 1, 66 - 80, 30.06.2020

Selin Ögel Aydın

Öz

Gamification has become a frequently used practice in different fields such as education, health, marketing. Its use in marketing is aimed at creating brand loyalty, increasing the frequency of purchasing, and creating customer satisfaction. Gamification and marketing understanding is an issue that should be discussed together. The reason for this is the idea that marketing can create social harm by using gamification. The understanding of marketing has transformed from business benefit to consumer benefit. The lack of social aspect that encompasses the society as a whole beyond the consumer benefit has led to the emergence of social marketing. Behaviors that create social benefit include issues that are difficult to do or are unaware of. Gamification appears as a savior at this point. With this study, it is emphasized that the practices that are required to gain behaviors that are difficult or unaware of the social benefit should be increased. In addition to this, it is aimed to draw attention to the social problems that gamification practices can create to catch technology and change. This study is a conceptual study that deals with the concepts of gamification and social marketing. Suggestions were made to policymakers, practitioners, and future researches.

Anahtar Kelimeler

Game, Gamification, Social Marketing

SOSYAL PAZARLAMA ARACI OLARAK OYUNLAŞTIRMA: KAVRAMSAL BİR DEĞERLENDİRME

Öz

Oyunlaştırma, eğitim, sağlık, pazarlama olmak üzere farklı alanlarda sıkça kullanılan bir uygulama haline gelmiştir. Pazarlama alanında kullanımı ise marka sadakati yaratma, satın alma sıklığını artırma, müşteri memnuniyeti oluşturmaya yöneliktir. Oyunlaştırma ve pazarlama anlayışı, birlikte tartışılması gereken bir konudur. Bunun nedeni ise pazarlamanın oyunlaştırmayı kullanarak sosyal zarar oluşturabileceği düşüncesidir. Pazarlama anlayışı, işletme yararından tüketici yararına doğru bir dönüşüm sergilemiştir. Tüketici yararının ötesinde toplumun bütününü kapsayan sosyal yönünün eksikliği sosyal pazarlama anlayışının doğmasına neden olmuştur. Sosyal fayda oluşturan davranışlar, yapılması zor gelen ya da farkında olunmayan konuları kapsamaktadır. Oyunlaştırma bu noktada bir kurtarıcı güç olarak karşımıza çıkmaktadır. Bu çalışma ile birlikte sosyal fayda için kişilere gerçekleştirilmesi zor gelen ya da farkında olunmayan davranışların kazandırılması yönünde yapılan uygulamalara ve teknolojiyi ve değişimi yakalamak için yapılan oyunlaştırma uygulamalarının oluşturabileceği toplumsal sorunlara dikkat çekmek amaçlanmıştır. Bu çalışma oyunlaştırma ve sosyal pazarlama anlayışlarının ele alan kavramsal bir araştırmadır. Kural koyuculara, uygulayıcılara ve yapılacak araştırmalara öneriler sunulmuştur.

Anahtar Kelimeler

Oyun, Oyunlaştırma, Sosyal Pazarlama

Kaynakça

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