The effect on gamification on brand loyalty: The case of Yemeksepeti-Muhtarlik gamification

Today, the development of technology and the growth of gamification applications in line with the differentiation strategies of brands have increased academic interest in this field. When the literature is examined, it is seen that the studies conducted in the area examine the relationship between the concept of gamification and marketing from different perspectives. This study aims to measure and test the effect of gamification on brand loyalty. Within the scope of the research, 176 people participated in our survey by using the convenience sampling method. As a result of the research, it has been determined that gamification practices significantly affect brand loyalty