"GAMIFICATION IN SOCIAL COMMERCE: A DECADE-LONG BIBLIOMETRIC ANALYSIS OF TRENDS, CONTRIBUTIONS, EMERGING INSIGHTS AND FUTURE AGENDA (2014–2025)"

Abstract

Acknowledging the increase in popularity of social commerce, especially in developing countries, and the great potential and rapid evolution of gamification and social media marketing in the modern digital age. Examining how gamification shapes social commerce dynamics is crucial, especially in the digital era, since it significantly improves user engagement and buying behavior. Scopus database was used to retrieve all existing and highly cited work; the search strategy incorporated keywords such as "Social Commerce", "Social Media Platforms", OR "Social Media Applications" in combination with "Gamification" OR gamified. This yielded 1,929 results, narrowed down to 886 after filtering for the 2014–2025 period. The study's findings show that research on role gamification in social commerce has grown significantly. The results highlight author partnerships both domestically and abroad and show the percentage of research on gamification in social commerce has increased dramatically over the last ten years. To help researchers, marketers, and platform developers better understand how this field has developed and what essential elements are needed to successfully integrate gamification strategies in social commerce platforms in the experiential and digital era, the study carried out a comprehensive bibliometric analysis of the role of gamification in social commerce. Developers of social networking platforms and marketers should take an active approach to gamifying ads to improve consumer perceptions of them. The development of optimal algorithms is crucial for social networking platform developers to enhance the platform's interactivity by utilizing a database to produce pertinent advertising recommendations for users.