Güncel Gelişmelerle Pazarlama Konular ve Araştırmalar-I
Marketing with Current Developments: Issues and Research I
Contributor(s): Emre Çolakoğlu (Editor), Nur Çağlar Çetinkaya (Editor)
Subject(s): Social Sciences, Media studies, Supranational / Global Economy, Business Economy / Management, Agriculture, Communication studies, Sociology, Health and medicine and law, Welfare services, Environmental interactions, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Özgür Yayın Dağıtım Ltd. Şti.
Keywords: digital transformation; digital marketing strategies; marketing; digital marketing; agriculture; health services; sharing economy; marketing sociology;
Summary/Abstract: In this book, digital transformation and digital marketing strategies in the field of marketing, digital marketing in boutique pastry, insurance, agriculture and health services, the perspectives of generations on digital marketing, gamification, local and global dimensions and service quality, integrated marketing communication and brand awareness relationship, compulsive buying, sharing economy, marketing sociology and consumption rituals in marketing and marketing of organic products are discussed and discussed. This book, in which many issues in the field of marketing are handled with different approaches, has been prepared with the contributions of 27 competent authors in the field.
- E-ISBN-13: 978-975-447-599-9
- Print-ISBN-13: 978-975-447-599-9
- Page Count: 367
- Publication Year: 2023
- Language: Turkish
Paylaşım Ekonomisi ve Pazarlama
Paylaşım Ekonomisi ve Pazarlama
(Sharing Economy and Marketing)
- Author(s):Buğra A. Hamsioglu, Murat M. Nalci
- Language:Turkish
- Subject(s):Economy, Marketing / Advertising, Socio-Economic Research
- Page Range:1-20
- No. of Pages:20
- Keywords:Marketing; Sharing Economy; socio-economic system;
- Summary/Abstract:Tarihsel gelişim süreci içerisinde insanların avcı-toplayıcılıktan şehir hayatına geçişleriyle birlikte toplu yaşama şekilleri artmıştır. Dağınık bir şekilde kırsal bölgelerde yaşayan insanların şehirlerde hayatını sürdürmeye başlamasıyla birlikte ortak hareket etme; malın, ekipmanın ve el gücünün kullanımı ve bunların paylaşımı daha önemli hale gelmiştir. İnternetin yaygınlaşması ve akıllı cihazların cepte bile taşınabilecek hale gelmesi iletişimin hızını artırmıştır. Bu paylaşımın çok daha önemli olduğu ve iletişimin çok daha hızlı hale geldiği dönemde şirketlerden ziyade tüketiciler bir değere sahip ürün ve hizmetlerin mülkiyet değişikliğine gerek kalmadan birbirlerine sunabilir hale gelmişlerdir. Genellikle, bir telefon uygulamasının kullanılması yoluyla herhangi bir şahıs mülkiyeti ve/veya uzun süreli kullanım hakkına sahip olduğu ürün ve hizmeti (parasal bir ücret belirleyerek) bir mobil uygulama aracılığıyla başka kişilere sunabilmektedir. Mobil uygulama bu süreçte aracı işlevini üstlenmektedir ve ortaya paylaşım değeriyle birlikte bir ekonomik değer de çıkarılabilmektedir. Bu ortaya çıkan ekonomik değerle birlikte paylaşım sonucunda ortaya daha sürdürülebilir bir anlayış çıkabileceği göz önünde bulundurularak değer değişimi ve toplumsal katkı önemli hale gelmiştir. Bu gelişmeler konuyu pazarlama anlamında daha önemli hale getirerek araştırmacı ve uygulamacıların dikkatini çekmiştir. Bu kapsamda çalışmada öncelikle, paylaşım ekonomisi kavramı ve gelişimi ele alınmış ve uygulamaları açıklanmıştır. Daha sonra, 21. Yüzyılda pazarlama, paylaşım ekonomisinde pazarlama ve pazarlama karması (4P) kapsamında paylaşım ekonomisi incelenmiştir.
Pazarlama Sosyolojisi
Pazarlama Sosyolojisi
(Marketing Sociology)
- Author(s):Bilal Ceylan, Fatma Bulut, Duygu Ceylan
- Language:Turkish
- Subject(s):Social Sciences, Sociology, Marketing / Advertising, Socio-Economic Research
- Page Range:21-39
- No. of Pages:19
- Keywords:Marketing; Sociology; marketing science;
- Summary/Abstract:When marketing is evaluated as a science, although it appears as a very young science whose history is not very old, in fact, marketing activities have a history as long as the existence of humanity. For this reason, it is necessary to evaluate the marketing science from different aspects in the process of existence and reaching its foundation. If these conditions are successful, marketing science will become more understandable and acceptable to other sciences. The aim of this study is to reveal the interactions between sociology, which is one of the oldest social sciences, and marketing sciences, which is considered a very young science. Marketing, which is accepted as an applied social science, benefits greatly from the studies and outputs of sociology, which is accepted as a basic social science at a high rate. The interaction between the two sciences extends to the scope, theories, methods and techniques of marketing science. Therefore, we can say that the synthesis that marketing science tries to reveal, the contributions of sociology to marketing science and the sociological dimension of the consumption phenomenon constitute the basis of the thought that the study tries to explain.
Kompulsif Satın Alma
Kompulsif Satın Alma
(Compulsive Buying)
- Author(s):İlknur Korkmaz
- Language:Turkish
- Subject(s):Psychology, Sociology, Behaviorism, Substance abuse and addiction, Socio-Economic Research
- Page Range:41-62
- No. of Pages:22
- Keywords:consumers; compulsive buying; purchasing behaviors;
- Summary/Abstract:Compulsive buying is a type of buying that is based on impulse, excessive consumption and control disorder, and is mostly influenced by the psychological state of the person. Addressing the concept of compulsive buying and examining its literature is important in revealing the purchasing behaviors and profiles of compulsive consumers. In this study, compulsive buying is conceptually discussed and studies in the literature are examined. When the literature is examined, the definitions of compulsive buying are mostly shaped around the term “impulse”. However, definitions for compulsive buying have also been made using the concepts of excessive, inappropriate, abnormal, uncontrollable, psychiatric disorder, pathological buying, addiction and shopping crises. There are also studies investigating the relationship between compulsive buying and many psychological disorders such as addiction, hoarding, compulsive hoarding, obsessive compulsive disorder, depression, fear, and anxiety. It has been determined in the literature that compulsive buying is also investigated with variables such as social media, phenomenon, FOMO, nomophobia, internet addiction, materialism, hedonic consumption, conspicuous consumption, impulsive buying, family situations, financial elements, communication styles and demographic factors. In the literature, it is seen that factors such as negative emotions, family reasons, stress, anxiety, financial expansion, escape from pressure, lack of time, materialism lead to compulsive buying. It has been understood in the literature that factors such as eating disorders, alcoholism, drug addiction, debt, personal and family problems, regret and guilt are the effects of compulsive buying on consumers.
Pazarlamada Tüketim Ritüellerine İlişkin Kavramsal Bir Çalışma
Pazarlamada Tüketim Ritüellerine İlişkin Kavramsal Bir Çalışma
(A Conceptual Study on Consumption Rituals in Marketing)
- Author(s):Özlem Şenlik
- Language:Turkish
- Subject(s):Customs / Folklore, Business Economy / Management, Behaviorism, Marketing / Advertising, Socio-Economic Research
- Page Range:63-73
- No. of Pages:11
- Keywords:Marketing; marketing activities; consumption rituals; businesses;
- Summary/Abstract:Culture is the most basic building block that connects individuals living in groups. Customs, customs, weddings, holidays, funerals... contain many behaviors that are realized and passed on from generation to generation thanks to this bond. These behaviors are defined as rituals. Even if the individual lives alone or with the community, he has many behaviors that come from the past, sometimes he cannot make sense of it, and there is no cause and effect relationship, but still repeats. Behaviors in the form of celebration, commemoration, commemoration and blessing necessitate consumption. Whether the consumer is an individual or a society, these behaviors show consumption behaviors shaped by reasons such as offerings, presentations and showing off. Consistent consumption behaviors are expressed as consumption rituals. Consumption rituals can be the ongoing behavior of the existing society, or they can be transferred by being influenced by other geographies. It is predicted that the goods and services used as consumption instruments while performing consumption rituals will increase the efficiency of businesses in understanding the consumer and responding to their expectations. The fact that the effect of consumption rituals is not sufficiently included in studies related to consumer behavior and purchasing in the literature constitutes the purpose of researching this subject. The subject will be discussed conceptually and it is expected to shed light on both the literature and the businesses that want to consider consumption rituals in their marketing activities.
Geleneksel Pazarlamadan Yeşil Pazarlamaya Geçiş Süreci: Tüketicinin Yeşil Ürün Tercihini Etkileyen Faktörler
Geleneksel Pazarlamadan Yeşil Pazarlamaya Geçiş Süreci: Tüketicinin Yeşil Ürün Tercihini Etkileyen Faktörler
(Transition Process from Traditional Marketing to Green Marketing: Factors Affecting the Consumer's Choice of Green Products)
- Author(s):Necmiye Kapusuz, Cihat Kartal, Tülin Durukan
- Language:Turkish
- Subject(s):Business Economy / Management, Energy and Environmental Studies, Environmental interactions, Transformation Period (1990 - 2010), Present Times (2010 - today), Marketing / Advertising
- Page Range:75-93
- No. of Pages:19
- Keywords:Marketing; green marketing; business; management;
- Summary/Abstract:In this study, a literature review on the process that transforms from traditional marketing to green marketing has been made and the green marketing classification has been evaluated comparatively. For this purpose, a wide range of national and international articles published in marketing, business and management journals between 1992-2022 were scanned. The findings obtained from the review constitute the main theme of this study.
Organik Ürünlerin Pazarlanmasına İlişkin Durum Değerlendirmesi
Organik Ürünlerin Pazarlanmasına İlişkin Durum Değerlendirmesi
(Situation Assessment of the Marketing of Organic Foods)
- Author(s):Mutlu Bulut, Burak Şen
- Language:Turkish
- Subject(s):Agriculture, Environmental interactions, Marketing / Advertising
- Page Range:95-116
- No. of Pages:22
- Keywords:Marketing; Organic Foods; Organic agriculture;
- Summary/Abstract:Organic agriculture is a sustainable integrated ecological system for the production of safe, quality, certified food, and this system is tightly controlled to meet the wants and needs of consumers, to achieve economic and ecological gain and to protect the environment. Organic food, which aims to protect human health and the environment, has become a growing sector since its emergence. As the sector grows and competition increases, the marketing of organic foods has gained more importance. This study was carried out to evaluate the current structure of organic food production and to identify problems in marketing and offer solutions. This paper was carried out in the review model. The marketing mix of organic food products is based on four basic principles. The most common problems in the marketing of organic products; product prices are more expensive than substitute products, higher input costs, long and costly certification processes, and storage problems. On the other hand, as consumers' awareness increases, their tendency to buy organic foods also increases. Research results from previous studies have shown that organic food demand is dependent on high household income, age and education level. Among these factors, education and income level are one of the most important factors affecting the organic product purchasing behavior of consumers.
Bütünleşik Pazarlama İletişimi ve Marka Bilinirliği İlişkisi Üzerine Bir Araştırma
Bütünleşik Pazarlama İletişimi ve Marka Bilinirliği İlişkisi Üzerine Bir Araştırma
(A Research on the Relationship between Integrated Marketing Communications and Brand Awareness)
- Author(s):Hilal Uygurtürk, Elif Mağden
- Language:Turkish
- Subject(s):Business Economy / Management, Communication studies, Marketing / Advertising, ICT Information and Communications Technologies
- Page Range:117-141
- No. of Pages:25
- Keywords:Marketing; Marketing Communications; integrated marketing; businesses;
- Summary/Abstract:Marketing managers have started to pay more attention to integrated marketing communication in order to gain competitive advantage, increase sales in the long term, increase market share, brand value and awareness. The reason for this is that the increase in brand awareness of businesses will provide them with competitive advantage. This study aims to determine whether integrated marketing communication and brand awareness differ according to demographic factors and the relationship between integrated marketing communication and brand awareness. In this context, a research was carried out on Bağlar Gazoz, a well-known local brand of Karabük-Safranbolu. As a result of the study; It was determined that integrated marketing communication did not show a significant difference according to demographic factors. It was determined that brand awareness did not show a significant difference according to gender, but showed a significant difference according to age and occupational status. As a result of the regression analysis carried out in the study, it was determined that integrated marketing communication had a positive and significant effect on brand awareness.
Hizmet Kalitesinin Yerel ve Küresel Boyutta Karşılaştırılması ve Küresel Hizmet Kalitesi Model Önerisi
Hizmet Kalitesinin Yerel ve Küresel Boyutta Karşılaştırılması ve Küresel Hizmet Kalitesi Model Önerisi
(Comparison of Service Quality at Local and Global Level and Global Service Quality Model Proposal)
- Author(s):Eda Dişli Bayraktar
- Language:Turkish
- Subject(s):Supranational / Global Economy, Financial Markets, Marketing / Advertising
- Page Range:143-153
- No. of Pages:11
- Keywords:customer structure; Service Quality; markets;
- Summary/Abstract:With globalization, the customer structure has also changed, allowing products or services to be marketed in a wider area, with a higher supply and demand. In this process, it has become possible to market the services to the masses more effectively thanks to the increase in communication opportunities, and to market the services in different markets, countries or regions with the increase in transportation possibilities. In this process, some changes should be made in the existing service quality measurement methods and, accordingly, in the production and presentation of service quality. In this section, the measurement of service quality at local and global scale and the development of an alternative model proposal are included.
Hizmet Sektöründe Müşteri Katılımına Yönelik Kavramsal Bir Değerlendirme
Hizmet Sektöründe Müşteri Katılımına Yönelik Kavramsal Bir Değerlendirme
(A Conceptual Evaluation of Customer Participation in the Service Industry)
- Author(s):Gizem Eda Gülöz, Aypar Uslu
- Language:Turkish
- Subject(s):Business Economy / Management, Marketing / Advertising, Socio-Economic Research
- Page Range:155-188
- No. of Pages:34
- Keywords:Service Industry; Customer Participation; marketing;
- Summary/Abstract:Significant shift in consumer profiles, sectoral practices, and marketing knowledge currently common has changed business models and made them more complex than simply being customer-oriented. In this context, making customers a part of their business strategies and imposing the role of creator of the service and value offered to them through their participation has been the main premise of competitive advantage. Especially in the service sector, encouraging customer participation, collaborating with customers affects the experience and the results of the process. Although customer participation has been the subject of academic research for many years, there are many different definitions and evaluations of the concept. However, in the marketing literature, this concept is based on the transition from the goods-dominated approach to the service-dominated approach, pioneered by Vargo and Lusch. In this study, the place of the concept of customer participation in the marketing literature, its historical background, and the theories that shed light on the development of the concept are revealed. It is aimed to contribute to researchers and practitioners by evaluating the fields that customer participation is related to, other concepts that are close to the concept or used synonymously, and the results of customer participation from a holistic perspective.
Pazarlamada Dijital Dönüşüm: Dijital Pazarlama Stratejilerinin Değerlendirilmesi
Pazarlamada Dijital Dönüşüm: Dijital Pazarlama Stratejilerinin Değerlendirilmesi
(Digital Transformation in Marketing: Evaluation of Digital Marketing Strategies)
- Author(s):Nilgün Tuzcu
- Language:Turkish
- Subject(s):Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
- Page Range:189-206
- No. of Pages:18
- Keywords:Marketing; Digital Transformation; Digital Marketing Strategies;
- Summary/Abstract:According to the key role of digital marketing in internet-based sales, as well as businesses' attempts to optimize their profits, businesses also need to consider different types of strategies in the modern competitive market. This study aims to evaluate the digital marketing strategies of the customers in online shopping and to evaluate the digital marketing strategies in this context. For this reason, first of all, the conceptual structure and important aspects of digital marketing are discussed. The general structure of the study includes emphasis on the perspective of digital marketing managers and how businesses should intensify their digital marketing efforts to increase their market share. In addition, digital marketing managers can better benefit from positive results when they correctly understand the factors that affect customers' purchasing behavior. All customers are affected by various elements of digital marketing in some way, and it can be said that the decisions of the customers largely depend on these elements. In addition, when it comes to digital businesses and internet sales, the correct use of digital marketing will be an important requirement for success and sales guarantee. This study is also important in terms of forming the infrastructure of empirical studies.
Tarımda Dijital Pazarlama
Tarımda Dijital Pazarlama
(Digital Marketing in Agriculture)
- Author(s):Cevher Özden
- Language:Turkish
- Subject(s):Business Economy / Management, Agriculture, Marketing / Advertising, ICT Information and Communications Technologies
- Page Range:207-218
- No. of Pages:12
- Keywords:Agriculture; Digital Marketing; agricultural sector; marketing;
- Summary/Abstract:The agricultural sector is facing unprecedented challenges such as population growth, climate change and food security issues. Digital transformation is crucial to meeting these challenges, as it offers the opportunity to revolutionize the way we produce, distribute and consume food. Digital transformation in agriculture includes the integration of advanced technologies such as artificial intelligence, machine learning and the Internet of Things (IoT) into agricultural applications. This technology-driven approach has the potential to increase agricultural productivity, reduce waste and increase profitability for farmers. One of the key benefits of digital transformation in agriculture is improved decision-making through the collection and analysis of data. Farmers can use data to monitor soil health, weather and crop performance to make informed decisions about planting, harvesting and fertilizing. Digital transformation can also facilitate precision agriculture, where farmers can use sensors and data analytics to optimize crop yields and reduce inputs such as water and fertilizer. This approach can significantly reduce the environmental impact of agriculture and improve sustainability. In addition, digital transformation can improve supply chain management by enabling farmers to connect directly with consumers and improve transparency in the food production process. In summary, digital transformation is of increasing importance in the agricultural industry as it has the potential to increase productivity, reduce waste, improve sustainability and increase profitability.
Sağlık Hizmetlerinde Dijital Pazarlama
Sağlık Hizmetlerinde Dijital Pazarlama
(Digital Marketing in Healthcare Services)
- Author(s):Refika Ülke Şimdi, Hilal Saadet Aktepe
- Language:Turkish
- Subject(s):Health and medicine and law, Welfare services, Marketing / Advertising, ICT Information and Communications Technologies
- Page Range:219-235
- No. of Pages:17
- Keywords:Healthcare Services; Digital Marketing; marketing;
- Summary/Abstract:The history of marketing, which started with traditional methods, is maintained almost entirely through digital channels today. In other words, digital marketing has ceased to be an alternative to traditional marketing and has taken its place in the lives of businesses as an approach almost identical to marketing itself. The increasing importance of marketing activities in the service sector has taken place in health services relatively late. It is possible to explain this situation by the fact that health services are still a public service in many countries. However, in addition to this publicity, the existence of private enterprises in health services increases the importance of marketing in this service sector day by day. Realizing this increasing importance, health business managers and marketing strategy developers have started to implement their digital marketing strategies in a unique way with the sector. Within the scope of this study, digital marketing and digital marketing channels in the mentioned health services sector were examined.
Sigorta Ürünleri ve Hizmetlerinin Dijitalleşmesinin Müşteri Tercihlerine Etkisi: Pazarlama Stratejileri Bakımından Bir Değerlendirme
Sigorta Ürünleri ve Hizmetlerinin Dijitalleşmesinin Müşteri Tercihlerine Etkisi: Pazarlama Stratejileri Bakımından Bir Değerlendirme
(The Effect of Digitalization of Insurance Products and Services on Customer Preferences: An Assessment in Terms of Marketing Strategies)
- Author(s):Ahmet Aydin, Yavuz Kotan
- Language:Turkish
- Subject(s):Business Economy / Management, Welfare services, Marketing / Advertising, ICT Information and Communications Technologies
- Page Range:237-259
- No. of Pages:23
- Keywords:Digitalization; Marketing Strategies; Insurance;
- Summary/Abstract:Despite the efforts of service businesses, some extraordinary developments are affecting the way service products are presented. Digital technologies, the use of which intensifies in extraordinary situations, are now routinely used and many products/services are delivered to customers through digital channels. In this study; A literature review on services, service marketing and digitalization of services has been included and the importance of digitalization of services in terms of marketing strategies has been examined. In the study; the analysis and evaluation of the data on the impact of the digitalization of services on customer preferences in terms of marketing strategies is in question. In addition, the possible effects of demographic characteristics and perspectives on preferences in digital insurance services has examined and suggestions has made. In the result of working; it has been concluded that by following a communication-oriented marketing strategy, the trust of the target audience in digital insurance products/services can be increased, they can be insured, and the employment of experts in marketing communication in insurance companies can provide positive results.
Instagram’ın Tutundurma İşlevinin Butik Pastacılık Alanında Faaliyet Gösteren Girişimcilerin Girişimcilik Kararına Etkisi
Instagram’ın Tutundurma İşlevinin Butik Pastacılık Alanında Faaliyet Gösteren Girişimcilerin Girişimcilik Kararına Etkisi
(The Effect of Instagram's Promotion Function on the Entrepreneurship Decision of Entrepreneurs in Boutique Pastry)
- Author(s):Behiye Beğendik
- Language:Turkish
- Subject(s):Media studies, Business Economy / Management, Marketing / Advertising, ICT Information and Communications Technologies
- Page Range:261-277
- No. of Pages:17
- Keywords:Entrepreneurs; Boutique Pastry; Technological innovations; Instagram;
- Summary/Abstract:Technological innovations not only make business life easier, but also affect people's lives. The development of computers, the internet and smart phones has changed the way of existing businesses activities, causing them to take steps from traditional marketing to digital marketing. Along with existing businesses, newly established businesses also direct their activities on the axis of digital marketing. Social media marketing, which is an important component of digital marketing, is becoming a promotional mix component that businesses frequently use. In this study, a research was conducted on entrepreneurs operating in the field of boutique pastry in order to determine the effect of Instagram and its promotional function on the idea of entrepreneurs about being entrepreneurs. As a result of face-to-face interviews with entrepreneurs operating in the field of boutique pastry in order to learn the views of entrepreneurs on this subject in depth, it was concluded that Instagram or the promotion function of Instagram did not affect the decision to become an entrepreneur.
Postmodern Koşullarda Sosyal Medya ve Pazarlama: Kuşaklar Arası Nitel Bir Araştırma
Postmodern Koşullarda Sosyal Medya ve Pazarlama: Kuşaklar Arası Nitel Bir Araştırma
(Social Media and Marketing in Postmodern Conditions: An Intergenerational Qualitative Research)
- Author(s):Esad Kamil Tosun, Mehmet Gökerik
- Language:Turkish
- Subject(s):Media studies, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
- Page Range:279-320
- No. of Pages:42
- Keywords:Social Media; Marketing; hyperreality; Postmodern Conditions;
- Summary/Abstract:This study includes a research in which the issues of hyperreality and image consumption, which are identified with the postmodern era and continue to be an important area of discussion, are investigated and discussed on Youtube. The debates on consumer society, which started to be discussed with modernity and gained momentum with postmodernity, and the social ground debates associated with postmodernity have gained a new dimension with new technological developments especially since the second half of the 20th century. In addition, consumption debates, which have been ongoing since modernity, continued to be shaped in this period, especially on issues such as hedonistic consumption and the consumption of meaning. In this framework, how individuals make sense of YouTube as a postmodern marketing tool in terms of hyperreality and image consumption has emerged as a research question. This research is a phenomenological study conducted within the framework of this question and is based on the data collected through in-depth semi-structured interviews with two Youtube users from generations X, Y and Z.
Tüketici Davranışları Bağlamında Oyunlaştırma Mantığı (Gamification)
Tüketici Davranışları Bağlamında Oyunlaştırma Mantığı (Gamification)
(Gamification Logic in the Context of Consumer Behaviors)
- Author(s):Cihat Kartal, Gözde Akkaşoğlu, Özgür Musa Sungur
- Language:Turkish
- Subject(s):Media studies, ICT Information and Communications Technologies, Socio-Economic Research
- Page Range:321-367
- No. of Pages:47
- Keywords:Logic; Games; Consumer Behaviors; gamification;
- Summary/Abstract:Games are considered as an activity that attracts, entertains and teaches people from all age groups. If it is used as a source of motivation, it is an indispensable tool in the realization of targeted behaviors in many sectors such as education, business and tourism. In this context, games are an important strategic resource in the learning process of individuals. It is an important tool in raising and evaluating personnel, in orienting, instilling a sense of unity, relieving stress, developing ways of thinking, strategic thinking, increasing the sense of competition, developing creativity and developing desired behaviors such as individuals' ability to express themselves. used in their development. Gamification enables game design elements to be used in non-game contexts. The importance of gamification in the marketing world; It is used in the analysis of consumer behavior, the determination of consumer types and the analysis of which behavior patterns they follow, in short, in understanding their way of thinking. As long as it is properly and correctly constructed, it has a significant impact on consumer behavior patterns. When the gamification studies in the literature are examined, the effects on the product life cycle are also mentioned. With gamification, the learning and motivation processes of consumers become more enjoyable. In addition, gamification helps consumers interact with the brand and increase brand loyalty by connecting them to the brand. In this study, the effect of gamification on consumer behavior is given by looking at gamification from a general perspective.
