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Dergiler / Iğdır Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2026 / Sayı: 14

Dijital Oyun Pazarlamasında Şiddet İçeriği: TCCM + ADO Temelli Sistematik Derleme

Violent Content in Digital Game Marketing: A TCCM + ADO Based Systematic Review

Fikret Işık(Alanya Alaaddin Keykubat Üniversitesi)0000-0002-5471-5381
Sayfa
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Yayın Tarihi
2026-06-26
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TCCM analizi, Sınırlı Kapasite Modeli ve Etkileme Transferi Teorisinin baskın teorik çerçeveler olduğunu, deneysel tasarımın metodolojik normun merkezinde yer aldığını ve coğrafi çeşitliliğin son derece sınırlı kaldığını göstermektedir.

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Amaç & Hipotez:Bu çalışma, dijital oyun ortamında pazarlama iletişiminin tüketici davranışı üzerindeki etkilerini sistematik biçimde derlemeyi ve şiddet içeriğinin bu ilişkideki rolünü kapsamlı olarak incelemeyi amaçlamaktadır.
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Temel Bulgular & Veri:Paul ve Rosado-Serrano'nun (2019) TCCM çerçevesi ile Paul ve Benito'nun (2018) ADO çerçevesi bütünleştirilerek; Scopus ve Web of Science veritabanlarından elde edilen 1.079 kayıt PRISMA protokolüne uygun biçimde taranmış, 92 makale nihai analize dahil edilmiştir.
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Sonuç & Katkı:TCCM analizi, Sınırlı Kapasite Modeli ve Etkileme Transferi Teorisinin baskın teorik çerçeveler olduğunu, deneysel tasarımın metodolojik normun merkezinde yer aldığını ve coğrafi çeşitliliğin son derece sınırlı kaldığını göstermektedir.
🔬Tür:Literatür & Derleme Çalışması
📍Kapsam:2019 Verileri
⚙️Değişkenler:Dijital oyun pazarlaması · şiddet içerikli video oyunları · oyun içi reklamcılık

Özet

Bu çalışma, dijital oyun ortamında pazarlama iletişiminin tüketici davranışı üzerindeki etkilerini sistematik biçimde derlemeyi ve şiddet içeriğinin bu ilişkideki rolünü kapsamlı olarak incelemeyi amaçlamaktadır. Paul ve Rosado-Serrano'nun (2019) TCCM çerçevesi ile Paul ve Benito'nun (2018) ADO çerçevesi bütünleştirilerek; Scopus ve Web of Science veritabanlarından elde edilen 1.079 kayıt PRISMA protokolüne uygun biçimde taranmış, 92 makale nihai analize dahil edilmiştir. Bu makaleler arasından şiddet içeriğini doğrudan ele alan 11 makalelik bir alt küme (n=11) ayrıca incelenmiştir. ADO analizi, şiddet içerikli oyun ortamlarının marka hatırlanırlığını ve marka tutumunu anlamlı ölçüde olumsuz etkilediğini; bu etkinin cinsiyet tarafından diferansiyel biçimde değiştiğini ortaya koymaktadır. TCCM analizi, Sınırlı Kapasite Modeli ve Etkileme Transferi Teorisinin baskın teorik çerçeveler olduğunu, deneysel tasarımın metodolojik normun merkezinde yer aldığını ve coğrafi çeşitliliğin son derece sınırlı kaldığını göstermektedir. Gelişmekte olan pazarlar, mobil oyun platformları ve boylamsal tasarım eksiklikleri öncelikli araştırma boşlukları olarak belirlenmiştir.

Abstract

This study aims to systematically review the effects of marketing communication in digital gaming environments on consumer behavior, and to comprehensively examine the role of violent content within this relationship. Integrating Paul and Rosado-Serrano's (2019) TCCM framework with Paul and Benito's (2018) ADO framework, 1,079 records retrieved from Scopus and Web of Science databases were screened following the PRISMA protocol, and 92 articles were included in the final analysis. A sub-corpus of 11 articles (n=11) directly addressing violent content was separately analyzed. ADO analysis reveals that violent gaming environments significantly impair brand recall and brand attitude, with these effects varying differentially by gender. TCCM analysis demonstrates that the Limited Capacity Model and Affect Transfer Theory are dominant theoretical frameworks, experimental design is central to methodological norms, and geographical diversity remains highly limited. Emerging markets, mobile gaming platforms, and the absence of longitudinal designs are identified as priority research gaps.

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Bu Makaleye Atıf Yap

Işık, F. (2026). Dijital Oyun Pazarlamasında Şiddet İçeriği: TCCM + ADO Temelli Sistematik Derleme. Iğdır Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Sayı: 14. https://doi.org/10.58618/igdiriibf.1937871

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