What question did this study set out to answer?

This research aims to understand the effectiveness and implications of gamification in marketing.

Gamification in marketing: a review of fifteen years of research and a future research agenda

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Systematic review identifies gamification's effectiveness and ethical challenges in consumer marketing, suggesting further inquiry.

This research aims to understand the effectiveness and implications of gamification in marketing.
Conducted a systematic review of 172 empirical studies across 149 papers
Followed PRISMA guidelines for reporting and TCCM framework for analysis
Identified gamification's impact in seven distinct marketing contexts
Gamification improves marketing performance dimensions like purchase intentions and loyalty
Effectiveness varies by gamification form and is influenced by mediators such as perceived value
Fourteen future research directions are proposed, addressing conceptual, thematic, and methodological gaps

Yang et al. (2026) studied this question.

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