Consumer Behaviour in Gamified Environment: A Bibliometric and Systematic Literature Review in Business and Management Area

Abstract

Marketers utilize gamification as it provides an efficacious platform to communicate and reach a large consumer base. Previous literature has explored the impact of various aspects of gamification on consumer behaviour. This review synthesizes such studies and systematically examines 68 publications from Scopus from 2012 to 2022, employing bibliometric and systematic analysis. Performance analysis and science mapping are evaluated in bibliometric analysis to ascertain the most influential authors, documents, countries and journals. Thereafter, through cluster analysis, five major themes are identified, namely customer engagement, consumer experience, purchase and behavioural intentions, consumer psychology, and technology and innovation adoption. Additionally, in the systematic analysis, a conceptual framework is conceptualized depicting antecedents and consequences. Subsequently, practical implications and pertinent future directions are identified based on three aspects: context, method and theory.