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Research On Gamification In Furniture E-Commerce In Bulgaria

Author

Listed:
  • Neviana Krasteva

    (Faculty of Economics and Business Administration, Sofia University St Kliment Ohridski)

  • Sonya Mileva

    (Faculty of Economics and Business Administration, Sofia University St Kliment Ohridski)

  • Aleksey Potebnya

    (Faculty of Economics and Business Administration, Sofia University St Kliment Ohridski)

Abstract

This paper examines the application of gamification elements in online furniture retail platforms in Bulgaria through a qualitative exploratory study. The research identifies the presence, variety and perceived effectiveness of gamified features in selected Bulgarian furniture e-commerce websites. The study uses an illustrative case-study design with focus-group elements, involving master’s students in marketing-related disciplines as informed evaluators and potential consumers. A structured checklist and an evaluation questionnaire are applied to analyse 22 Bulgarian online furniture stores selected for their popularity and active digital presence. The findings indicate uneven and fragmentary implementation of gamification practices, with more developed approaches observed mainly among large retail chains. The results support expert recommendations for improving user engagement and digital marketing strategies in the furniture retail sector in Bulgaria.

Suggested Citation

  • Neviana Krasteva & Sonya Mileva & Aleksey Potebnya, 2026. "Research On Gamification In Furniture E-Commerce In Bulgaria," Yearbook of the Faculty of Economics and Business Administration, Sofia University, Faculty of Economics and Business Administration, Sofia University St Kliment Ohridski - Bulgaria, vol. 25(1), pages 237-253, June.
    • Handle: RePEc:sko:yrbook:v:25:y:2026:i:1:p:237-253
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