THE IMPACT OF GAMIFICATION ON BRAND LOYALTY IN TURKISH ONLINE RETAIL PLATFORMS

Azer Akbaba; Ela Sibel Bayrak Meydanoğlu; Ahmet Tuğrul Tuğer

doi:10.37880/cumuiibf.1819208

EN TR

THE IMPACT OF GAMIFICATION ON BRAND LOYALTY IN TURKISH ONLINE RETAIL PLATFORMS

Abstract

Digitalization reshapes digital customer experience in e-tailing, and with the use of digital game elements to enhance products, brands, and services by creating engaging experiences, gamification serves as a key supporter of customer engagement and loyalty. This study examines the impact of gamification on brand loyalty within Turkish e-tailing platforms. Based on the Stimulus–Organism–Response (S-O-R) framework, the study develops and tests a complete model with data collected from 156 e-shoppers. In the theoretical framework, gamification features are viewed as stimuli, the cognitive, emotional, and social dimensions of brand engagement are considered the organism, and brand loyalty is the response. The research quantitatively tests a conceptual model that proposes gamification elements positively influence social, emotional, and cognitive dimensions of brand engagement, thereby enhancing brand loyalty. Additionally, it examines the mediating role of each brand engagement dimension and the potential direct effect of gamification on brand loyalty. The findings reveal that gamification has a significant influence on all three dimensions of brand engagement, with the most substantial effect observed on social engagement. Among the engagement dimensions, only emotional engagement significantly predicts brand loyalty, while cognitive and social engagement show no significant effects. Gamification has a modest but significant direct impact on brand loyalty, indicating that its influence on loyalty works both directly and indirectly—primarily through enhancing emotional engagement. By focusing on the Turkish e-commerce market and breaking down brand engagement into its sub-dimensions, this research makes significant theoretical contributions to the gamification literature and provides valuable insights for online retail platforms seeking to foster long-term customer relationships. From a managerial perspective, these findings provide practical guidance for online retail managers and marketing professionals, suggesting that gamification strategies should prioritize emotional engagement mechanisms—such as enjoyment, excitement, and affective attachment—rather than relying solely on rational or social stimuli to foster brand loyalty.

Keywords

TÜRKİYE’DEKİ ÇEVRİMİÇİ PERAKENDE PLATFORMLARINDA OYUNLAŞTIRMANIN MARKA SADAKATİ ÜZERİNDEKİ ETKİSİ

Öz

Dijitalleşme, elektronik ticarette dijital müşteri deneyimini yeniden şekillendirmektedir ve dijital oyun öğelerinin ilgi çekici deneyimler yaratarak ürünleri, markaları ve hizmetleri geliştirmek için kullanılmasıyla, oyunlaştırma, müşteri etkileşimi ve sadakatinin temel bir destekçisi olarak hizmet vermektedir. Bu çalışma, oyunlaştırmanın Türkiye'deki e-ticaret platformlarında marka sadakatini nasıl etkilediğini incelemektedir. Uyarıcı-Organizma-Tepki (S-O-R) çerçevesine dayanarak, çalışma 156 çevrimiçi alışveriş yapan tüketiciden toplanan verilerle eksiksiz bir model geliştirip test etmektedir. Teorik çerçevede, oyunlaştırma özellikleri uyarıcı, marka etkileşiminin bilişsel, duygusal ve sosyal boyutları organizma, marka sadakati ise tepki olarak ele alınmaktadır. Araştırma, oyunlaştırma öğelerinin marka etkileşiminin sosyal, duygusal ve bilişsel boyutlarını olumlu yönde etkileyerek marka sadakatini artırdığını öne süren kavramsal bir modeli nicel olarak test etmektedir. Ayrıca, marka etkileşiminin her boyutunun aracılık rolünü ve oyunlaştırmanın marka sadakati üzerindeki doğrudan etkisi incelenmektedir. Bulgular, oyunlaştırmanın marka etkileşiminin üç boyutunu da önemli ölçüde etkilediğini ve en önemli etkinin sosyal etkileşim üzerinde gözlemlendiğini ortaya koymaktadır. Etkileşim boyutları arasında yalnızca duygusal etkileşim marka sadakatini önemli ölçüde etkilerken, bilişsel ve sosyal etkileşimin marka sadakatine etki etmediği görülmektedir. Oyunlaştırmanın marka sadakati üzerinde kısmi ancak önemli bir doğrudan etkisi vardır ve bu durum da, oyunlaştırmanın sadakat üzerindeki etkisinin hem doğrudan hem de dolaylı olarak, öncelikle duygusal etkileşimi artırarak çalıştığını göstermektedir. Türkiye e-ticaret pazarına odaklanarak ve marka etkileşimini alt boyutlarına ayırarak, bu araştırma oyunlaştırma alan yazınına önemli teorik katkılar sağlamakta ve uzun vadeli müşteri ilişkileri geliştirmek isteyen çevrimiçi perakende platformları için değerli bilgiler sunmaktadır. Sektörel açıdan bakıldığında, bu bulgular çevrimiçi perakende yöneticileri ve pazarlama profesyonellerine pratik bir rehberlik sunarak, oyunlaştırma stratejilerinin marka sadakatini geliştirmek için yalnızca rasyonel veya sosyal uyaranlara güvenmek yerine, keyif, heyecan ve duygusal bağlanma gibi duygusal etkileşim mekanizmalarına öncelik vermesi gerektiğini göstermektedir.

Anahtar Kelimeler

Ethical Statement

The approval of the Turkish German University Ethics Committee, no E-11884093-050.04-138512, dated 09.07.2025, was obtained for this study. This article is based on the master’s thesis entitled “The Role Of Gamification In Brand Loyalty: A Quantitative Study of Turkish Online Retail Sector”, completed by Azer Akbaba under the supervision of Prof. Dr. Ela Sibel Bayrak Meydanoğlu and Dr. Ahmet Tuğrul Tuğer at Turkish-German University Institute of Social Sciences.

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Details

Primary Language

English

Subjects

Business Administration

Journal Section

Research Article

Authors

Azer Akbaba
0009-0001-6010-7868
Türkiye

Ela Sibel Bayrak Meydanoğlu
0000-0003-3357-592X
Türkiye

Ahmet Tuğrul Tuğer ^*
0000-0002-1006-1435
Türkiye

Publication Date

January 26, 2026

Submission Date

November 7, 2025

Acceptance Date

December 22, 2025

Published in Issue

Year 2026 Volume: 27 Number: 1

DOI

https://doi.org/10.37880/cumuiibf.1819208

IZ

https://izlik.org/JA59SN69HX

Cite

RIS / Bibtex

APA

Akbaba, A., Bayrak Meydanoğlu, E. S., & Tuğer, A. T. (2026). THE IMPACT OF GAMIFICATION ON BRAND LOYALTY IN TURKISH ONLINE RETAIL PLATFORMS. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 27(1), 146-171. https://doi.org/10.37880/cumuiibf.1819208