Investigation of the effects of gamification marketing activities on consumer behavior

Gamification is the use of game-related elements in non-game contexts. Gamified marketing activities are used by many companies today. It also adds gamified activities to its marketing strategies in order to be successful in the global competitive environment. At this point, we encounter how gamified marketing activities are perceived by consumers. In this study, a conceptual model has been developed to determine the effect of gamified marketing activities on consumers and the results obtained from the fieldwork with 351 people reached via e-mail are included. As a result of the research, the results supporting the hypotheses were reached. Keywords: Gamification, user experience, marketing 4.0.