Gamification For Digital Marketing: A Bibliometric Analysis and Theories, Contexts, Characteristics and Methodologies Analysis

Abstract

The objectives of this review are twofold. Firstly, it aims to provide a comprehensive overview of the emerging field of gamification in digital marketing, synthesizing existing knowledge in a structured manner. Secondly, it offers valuable insights that will guide future research specifically related to digital marketing. This study presents bibliometric and TCCM analyses. The review analyzed 110 articles on digital marketing, with data sourced from the Scopus scientific database.  The literature review revealed a need for continued research on the use of gamification in digital marketing, particularly for small and medium-sized businesses that are not yet widely familiar with this approach. The TCCM analysis highlighted key theories and methodological approaches used in the published articles, with a notable emphasis on quantitative methods and primary data collected through online surveys. Additionally, the review provides future research directions to advance scientific knowledge and contextual relevance, and it supports strategic decision-making.