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A Bibliometric Review of Research on Gamification in Marketing: Reflections for Moving Forward

Gamification has become increasingly popular among businesses, institutions and consumers, especially since the emergence of Covid-19 pandemic. It has been widely used to promote positive changes in user behaviour, improve companies’ digital presence and provide immersive and engaging brand experi...

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Main Authors: Rosli, Nadzirah, Omar Zaki, Hafizah
Format: Article
Language:English
Published: Universiti Utara Malaysia Press 2023
Subjects:
HF Commerce
Online Access:https://repo.uum.edu.my/id/eprint/30139/1/IJMS%2030%2002%202023%20271-300.pdf
https://doi.org/10.32890/ijms2023.30.2.4
https://repo.uum.edu.my/id/eprint/30139/
https://e-journal.uum.edu.my/index.php/ijms/article/view/15078
https://doi.org/10.32890/ijms2023.30.2.4
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spelling my.uum.repo.301392023-12-14T14:14:11Z https://repo.uum.edu.my/id/eprint/30139/ A Bibliometric Review of Research on Gamification in Marketing: Reflections for Moving Forward Rosli, Nadzirah Omar Zaki, Hafizah HF Commerce Gamification has become increasingly popular among businesses, institutions and consumers, especially since the emergence of Covid-19 pandemic. It has been widely used to promote positive changes in user behaviour, improve companies’ digital presence and provide immersive and engaging brand experiences. Though bibliometric studies on gamification have been conducted previously, information on citations and networking analysis emphasises marketing and consumer behaviour remains scarce. Thus, the purpose of this bibliometric study is to describe how gamification is structured and how it has evolved over time. To achieve this, we utilise citation analysis and co-word analysis to visually uncover the intellectual, conceptual and social network structures in gamification research. A total of 558 articles published between 2011 and 2021 were extracted from the Dimension.ai database through the PRISMA review process. The results reveal positive growth in gamification research between 2011 and 2021. The United States was the most productive and most cited country and the most productive and influential institution was Tampere University in Finland, which houses Juho Hamari, the most influential and most cited author. Additionally, the results reveal recent trends in gamification research including those related to value, brand and attitude as well as emerging trends including artificial intelligence. The results also reveal collaborations through co-authorship among authors, institutions and countries. Together, they depict the intellectual landscape of gamification as related to marketing and consumer behaviour. This is beneficial for both inexperienced and experienced scholars, practitioners, funding agencies and policymakers. Universiti Utara Malaysia Press 2023 Article PeerReviewed application/pdf en cc4_by https://repo.uum.edu.my/id/eprint/30139/1/IJMS%2030%2002%202023%20271-300.pdf Rosli, Nadzirah and Omar Zaki, Hafizah (2023) A Bibliometric Review of Research on Gamification in Marketing: Reflections for Moving Forward. International Journal of Management Studies (IJMS), 30 (2). pp. 271-300. ISSN 2232-1608 https://e-journal.uum.edu.my/index.php/ijms/article/view/15078 https://doi.org/10.32890/ijms2023.30.2.4 https://doi.org/10.32890/ijms2023.30.2.4
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutional Repository
url_provider http://repo.uum.edu.my/
language English
topic HF Commerce
spellingShingle HF Commerce
Rosli, Nadzirah
Omar Zaki, Hafizah
A Bibliometric Review of Research on Gamification in Marketing: Reflections for Moving Forward
description Gamification has become increasingly popular among businesses, institutions and consumers, especially since the emergence of Covid-19 pandemic. It has been widely used to promote positive changes in user behaviour, improve companies’ digital presence and provide immersive and engaging brand experiences. Though bibliometric studies on gamification have been conducted previously, information on citations and networking analysis emphasises marketing and consumer behaviour remains scarce. Thus, the purpose of this bibliometric study is to describe how gamification is structured and how it has evolved over time. To achieve this, we utilise citation analysis and co-word analysis to visually uncover the intellectual, conceptual and social network structures in gamification research. A total of 558 articles published between 2011 and 2021 were extracted from the Dimension.ai database through the PRISMA review process. The results reveal positive growth in gamification research between 2011 and 2021. The United States was the most productive and most cited country and the most productive and influential institution was Tampere University in Finland, which houses Juho Hamari, the most influential and most cited author. Additionally, the results reveal recent trends in gamification research including those related to value, brand and attitude as well as emerging trends including artificial intelligence. The results also reveal collaborations through co-authorship among authors, institutions and countries. Together, they depict the intellectual landscape of gamification as related to marketing and consumer behaviour. This is beneficial for both inexperienced and experienced scholars, practitioners, funding agencies and policymakers.
format Article
author Rosli, Nadzirah
Omar Zaki, Hafizah
author_facet Rosli, Nadzirah
Omar Zaki, Hafizah
author_sort Rosli, Nadzirah
title A Bibliometric Review of Research on Gamification in Marketing: Reflections for Moving Forward
title_short A Bibliometric Review of Research on Gamification in Marketing: Reflections for Moving Forward
title_full A Bibliometric Review of Research on Gamification in Marketing: Reflections for Moving Forward
title_fullStr A Bibliometric Review of Research on Gamification in Marketing: Reflections for Moving Forward
title_full_unstemmed A Bibliometric Review of Research on Gamification in Marketing: Reflections for Moving Forward
title_sort bibliometric review of research on gamification in marketing: reflections for moving forward
publisher Universiti Utara Malaysia Press
publishDate 2023
url https://repo.uum.edu.my/id/eprint/30139/1/IJMS%2030%2002%202023%20271-300.pdf
https://doi.org/10.32890/ijms2023.30.2.4
https://repo.uum.edu.my/id/eprint/30139/
https://e-journal.uum.edu.my/index.php/ijms/article/view/15078
https://doi.org/10.32890/ijms2023.30.2.4
_version_ 1787138908260139008
score 13.211869

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