ГЕЙМИФИКАЦИЯ: ПОДХОДЫ К ОПРЕДЕЛЕНИЮ И ОСНОВНЫЕ НАПРАВЛЕНИЯ ИССЛЕДОВАНИЙ В МЕНЕДЖМЕНТЕ
The article presents an analysis of the main research directions in the field of gamification in management. The purpose of the study is to identify main approaches to the definition of gamification, generalize and systematize the current knowledge of construct. The analysis represented in the article has been based on publications presented in the leading research journal on information management, marketing and general business area from 2011 to 2019. The main approaches to the definition of gamification were highlighted, an analysis of their application for development was presented. A comprehensive analysis showed that in modern science there are two main approaches to definition: gamification as a tool and gamification as a process. The study of gamification in management is a relatively young field of science, which has both its advantages and certain disadvantages. Most of the research focuses on empirical testing of the connection between gamification and motivational mechanisms, with the goal of creating a more effective design of gamified systems that improve the user experience. Such studies lead to obvious issues in the development of theoretical knowledge about the concept of gamification, as well as the way to operationalize it. The interdisciplinary nature of the phenomenon requires further study and clarification of existing approaches to conceptualization in the field of management and social sciences, as well as determining the ethical boundaries of the use of gamified systems. The findings are of practical importance for researchers both in gamification area and those interested in consumers’ or employees’ engagement studies.