OYUNLAŞTIRMANIN MARKA TERCİHİNDEKİ ROLÜ: YEMEKSEPETİ ÖRNEĞİ
Journal Title: Anadolu Üniversitesi Mesleki Eğitim ve Uygulama Dergisi (ANAMEUD) - Year 2022, Vol 1, Issue 2
Abstract
In this study, it is aimed to evaluate the role of gamification on brand preference through the online food ordering platform Yemeksepeti application. Using face-to-face interview technique, one of the qualitative research methods, in the study that included 10 participants, it is tried to determine the effect of this method, which is used by Yemeksepeti application, which offers gamification elements to the users for approximately 5 years, on becoming a preferred brand. In the results obtained, it is seen that gamification attracted the attention of the participants but the first factor in brand preferences was campaigns and discounts. In the framework of the research results revealing that users give importance to campaigns and discounts in their brand preferences and expect their gains in gamification application to turn into discounts, it has been concluded that if Yemeksepeti brand reintroduces gamification elements into the system, considering the external motivation expectations of the users during the planning phase may affect the brand preference positively.
Authors and Affiliations
Ceyhun Tokuç, Ece Doğantan
Keywords
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- EP ID EP743519
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