游戏化涉及在非游戏环境中使用游戏设计元素。这是一个新兴的战略,能够激励消费者与品牌的互动,越来越多的公司在营销活动中使用。最近,游戏化在营销中的应用越来越受欢迎,随着研究产出的增加。然而,对该领域的清晰概述,理论取向或研究议程仍然缺失,这证明了对加入这两个研究领域的现有文献的分析是合理的。进行这次审查的动机是双重的:首先,对这个发展中的领域进行广泛的概述是有帮助的,以结构化的方式综合现有知识,了解营销中的游戏化研究是如何进展的,以及获得了什么类型的知识;其次,它使我们能够提供有价值的信息,指导未来的研究。因此,这项研究提供了一个混合综述,集成了文献计量和TCCM分析,通过分析114篇文章,探讨营销中的游戏化。数据是从Scopus科学数据库中检索的。文献计量分析表明存在8个簇,主要代表当前的研究领域。人们发现,文学的焦点,到目前为止,一直在研究哪些游戏元素应该在游戏化系统中实现,以及研究游戏化体验对参与度和消费者行为的影响。TCCM分析揭示了已发表的文章中探讨的主要理论和方法论方法。运用自决理论和定量方法,基于使用在线调查的主要数据,站出来。这些补充分析可以为从事这一领域工作的学者和从业者提供未来的研究方向,促进科学知识的进步,上下文相关性和方法论的严谨性。此外,这项审查还可以帮助营销人员做出更明智的战略决策,并支持成功的游戏化设计。
Gamification involves using game design elements in non-game contexts. It is an emerging strategy that, being able to motivate consumer engagement with brands, has been increasingly used by companies in marketing activities. Recently, the application of gamification to marketing has become increasingly popular, with an increasing amount of research outputs. However, a clear overview of the field, a theoretical orientation or an agenda for research are still missing, which justifies the analysis of the existing literature joining these two fields of research. The motivation for conducting this review was twofold: Firstly, it is helpful to attain a broad overview of this developing field, synthesizing the existing knowledge in a structured way, understanding how gamification research in marketing has progressed and what type of knowledge has been acquired; secondly, it allows us to provide valuable information that will guide future research. Thus, this study provides a hybrid review, which integrates a bibliometric and TCCM analysis, of gamification in marketing by analyzing 114 articles. The data was retrieved from the Scopus scientific database. The bibliometric analysis showed the existence of 8 clusters, mostly representing current areas of research. It was found that the focus of the literature, so far, has been on studying which game elements should be implemented in a gamification system, as well as examining the impact of gamification experiences on engagement and consumer\'s behaviors. The TCCM analysis revealed the major theories and methodological approaches explored in published articles. The use of self-determination theory and quantitative methodology, based on primary data using online surveys, stands out. These complementary analyzes allowed to provide future research directions to scholars and practitioners working in this domain, promoting the advancement of scientific knowledge, contextual relevance and methodological rigor. Moreover, this review also helps marketers make more informed strategic decisions and supports successful gamification design.