Akademik Veri Yönetim Sistemi
COMIC Conference, Antalya, Türkiye, 7 - 08 Aralık 2024, ss.6
The growing incorporation of serious games in marketing has prompted significant academic interest, yet a comprehensive understanding of the field remains fragmented. This study seeks to bridge this gap by presenting a bibliometric and systematic literature review of serious gaming in marketing. Utilizing robust methodology, 82 documents were identified from the Scopus database through the search query combining "serious gam*" and "market*". A bibliometric analysis was conducted using BiblioShiny and VOSViewer to perform bibliographic coupling and science mapping, providing insights into the structural and intellectual foundations of the research field. Following this, a systematic literature review was executed through the Theory, Methodology, and Context (TMC) framework. Data analysis was performed with MAXQDA 2020 to synthesize findings, identify key trends, and highlight research gaps. The study reveals an evolving research landscape characterized by increasing interdisciplinarity and diversification of methodologies. Key theoretical frameworks, methodological approaches, and contextual applications of serious gaming in marketing are critically examined. The findings underscore the potential of serious games to revolutionize marketing and advertising practices by enhancing engagement, learning, and consumer interaction. However, the study also identifies areas warranting further investigation, including the measurement of effectiveness, ethical considerations, and the integration of emerging technologies such as artificial intelligence and virtual reality. This review contributes to the academic discourse by providing a comprehensive overview of the current state of research and offering actionable insights for future exploration. By synthesizing bibliometric and systematic analyses, this paper provides valuable contributions to the field of marketing and serves as a resource for scholars and practitioners aiming to leverage serious gaming to create innovative marketing, PR, and advertising strategies.