The mediation effect of shopping value that perceived byconsumers on the relationship between experience ofgamification marketing applications and brand attitude: Example of Yemeksepeti

Nowadays, academic interest in gamification has increased as a result of the substantial development of technology and becoming crucial in differentiation strategies of companies and in parallel with the significant growth of gamification applications in marketing area. Review of previous literature reveals a number of studies of gamification applications in marketing area that the effects of gamification applications on consumer behavior and brands are discussed from different perspectives. The aim of this study is to examine the effects of gamification marketing applications experiences on brand attitude and to test the mediating role of the relevant shopping value in this relationship. In the study, convenience sampling was used where 262 surveys were collected using online survey method. The results of the study show that shopping value has a partial mediating role on the relationship between experience of gamification marketing applications and brand attitude for total sample.