Oyunlaştırma Uygulamalarının Marka Etkileşimi ve Marka Sadakati Üzerine Etkisi: Bursa İli Üzerine Bir Araştırma
The Effect of Gamificition on Brand Engagement and Brand Loyalty: A Research on Bursa Provience

Summary/Abstract: Purpose – GSM operators are turning to gamification applications as a strategic move in order to realize customer engagement and build brand loyalty. In this study, it is aimed to investigate the relationship between gamification, brand engagement and brand loyalty. Design/methodology/approach – Quantitative research methods were used in the study. 415 participants residing in Bursa were reached in November 2019. They were provided to participate in the online survey. A questionnaire was prepared to obtain the data set. It was used Eisingerich et al. (2019)'s study for the scale of the gamification variable; Xi and Hamari (2020)’s study for the scale of brand engagement and loyalty variables. Survey data were analyzed with SPSS 23.0 program.

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