ANALYSIS OF THE IMPACT OF GAMIFICATION ACTIVITIES ON BRAND ATTITUDE BY USING EXTENDING UNİFİED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY MODEL- (UTAUT2) AND DETERMINING THE ROADMAP OF GAMIFICATION ACTIVITIES IN MARKETING
Project no. 21062 · Status: Kapanmış · 2020
Summary
With the development of information technologies, there has been a great interest in gamification applications. These applications, which especially attract the attention of Y and Z generations, have been increasingly used by many businesses in order to create a better customer experience and positively affect brand attitude. Within this concept, the aim of the project is to find out the factors that affect the intention of the Y and Z generations to use gamification applications and to test the effect of these factors on brand attitude with the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2) model. Another aim of the project is to present a roadmap for the design process of games for companies that will use gamification applications in their marketing activities in the future. For these purposes, explanatory and exploratory studies were conducted using both quantitative and qualitative analysis methods. In the quantitative study, a survey technique was used as the data collection method. Face to face survey is conducted to the participants after making them play the Oreo game. The collected data were tested with the UTAUT 2 model. Due to the time and cost constraints, this study should be considered as a pilot study. In the qualitative study, focus group studies were carried out and a roadmap was presented for game developers. It is thought that the findings will be beneficial to businesses that will use gamification applications in their marketing communication activities.