A Retrospective Glance at Consumer Behavior in the Gamification Context exerting Bibliometric and Content Analysis

Abstract

Marketers utilize gamification as it provides an efficacious platform to communicate and reach a large consumer base. Several studies exploring consumer behavior have highlighted the role of gamification in diverse industries, including retail, tourism, and mobile technology. However, the prior literature is not cohesive, so this study attempts to provide an overview of the current state of gamification by linking it to consumer behavior. This study examines 68 publications from Scopus from 2012 to 2022, employing bibliometric and content analysis while incorporating performance analysis, science mapping, and thematic analysis. In addition, the study also identifies five clusters connecting gamification to the dimensions of consumer behavior. These clusters include customer engagement, consumer experience, purchase and behavioral intentions, consumer psychology, and technology & innovation adoption. In conclusion, it proposes future research directions.