Page 40 - Azerbaijan State University of Economics

THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.81, # 1, 2024, pp. 40-50

A QUALITATIVE STUDY ON THE DEFINITION AND CONCEPT

OF GAMIFICATION
1

1,2
Bahman Huseynli , Aypar Uslu 3

1 PhD candidate, Department of Marketing, Institute of Social Science, Marmara
University, Istanbul, Türkiye;
2 Lecturer, Department of Business Administration, Azerbaijan State University of
Economics (UNEC), Baku, Azerbaijan. E-mail: [email protected],
ORCID No: https://orcid.org/0000-0001-8139-3712
3 Prof. Dr., Faculty of Business Administration, Marmara University, Istanbul,
Türkiye. E-mail: [email protected], ORCID No: https://orcid.org/0000-0002-
6994-9367

https://doi.org/jestp.2024.81.01.03

Received: January 08; accepted May 16, 2024; published online July 26, 2024

ABSTRACT

The main purpose of this study is to systematically compile theoretical information
about the definition and concept of gamification. In this context, the study is a
qualitative research and literature review, and systematic approach methods were
used. As a result of the study, it was determined that the term and concept of
gamification are new approaches and are an increasing field both in practice and in
academic literature. Gamification, which is spreading more rapidly, especially in
business and marketing applications, is expanding its use as one of the innovative
strategies in the field of marketing, including customer relationship management. The
main focus during the analysis and evaluation process was to produce a
comprehensive study on the definition and concept of gamification.

Keywords: gamification, definitions of gamification, gamification concept

Jel Classification: M31, O30

1 This study was derived from the doctoral thesis titled “Developing a Scale for Gamification
in Marketing”, done by Bahman Huseynli under Prof. Dr. Aypar Uslu`s supervision, at
Department of Marketing, Social Sciences Institute, Marmara University.

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