Traditional communication theory that marketers are active and consumer is passive is going to be obsolete. Instead, by developing participatory culture with Web 2.0, Co-creation and engagement marketing are suggested. By entering the Conceptual age which game and fun in life and work is emphasized, Gamification can be effective tool to motivate customers to collaboration. Accordingly, with review the theoretical background of gamification, the paper aims to evaluating the potentials of gamification in online tourism marketing. The results of review of gamification literatures showed that, gamification by boosting data driving, customer loyalty, brand awareness, user generated content, viriality, online engagement and of course revenue can be useful tool for success of online advertising activities.

This study investigates the effects of narrative ads, which differ in terms of narrative focus and brand prominence in a native advertising context. Considering the recent methodological debates about advertising and consumer experiments, we aim to design the research to be as realistic as possible. We produced video ad stimuli and published them as sponsored posts on Instagram to test the effects in a real-life setting. In this way, online engagement behavior was examined through social media metrics. The users who clicked on the ad were directed to the research website and asked to answer the scales of narrative transportation and attitude toward the ad. While the ads achieved different engagement results in line with their content features, transportation and attitude results demonstrate the superiority of narrative ads, which are product-oriented and with low brand prominence.

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In this study which discussed the advertising engagement concept, thoughts for the concepts of ad specialists in the advertising field in Turkey were evaluated. The concept of advertising engagement is quite a new subject in the marketing literature which full consensus could not be created on. From this point of view, literature on the engagement as a general concept and advertising engagement as a specific concept were discussed in the first chapter of the study. In the research part, a qualitative study was designed to determine the approaches of the advertisers who are working in the advertising agencies and academicians who are working in the field of advertising in Turkey. In the scope of research, interviews were conducted with 15 experts and various findings were reached about how advertising engagement concept was tackled in Turkey. Data were collected through semi-structured interviews and analyzed by descriptive analysis method. As a result of research, it was found that advertising experts approach advertising engagement as a multidimensional concept, see it as a process and have troubles about expression of the concept in Turkish. It is ascertained that advertisers who produce advertising implementations for traditional media and academicians who work in advertising field have similar opinions about the subject. On the other hand, advertisers who produce advertising implementations for digital medium have relatively different perspectives. While digital-based behaviors are an indicator of advertising engagement according to advertisers who work in digital field, the internal situation which experienced by the individual is an indicator of advertising engagement according to advertisers who work in the traditional field and academicians. Besides, it is found that digital advertisers describe the concept more transparently than traditional advertisers and academicians and they called it as "interaction".