Marketing and Gamification

Applications, Challenges, and Ethics
1. Auflage 2024
ISBN: 978-1-032-69417-7
Verlag: Taylor & Francis

Buch, Englisch, 278 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 567 g

Reihe: Routledge Studies in Marketing

Gamification plays a major role in individual and business decision-making in today’s digital era, remarkably changing the way businesses perform basic functions. Gamification techniques can be applied to a variety of marketing activities to help marketers create a more immersive and interactive experience for their customers, by leveraging elements such as points, badges, leaderboards, challenges, quizzes, sweepstakes, and rewards to encourage desired behaviors, foster engagement, and build a sense of community around a brand or product.

In this book, international academicians and researchers will discuss the influence and potential of gamification on marketing management dynamics. This edited collected investigates why the use of gamification in marketing is vital to enhance the customer base and increase revenue, whilst also critically exploring the dark side of gamification and ethical issues. Chapters cover various marketing domains, including tourism marketing, social marketing and sustainable marketing, to provide a comprehensive resource on this emerging area.

This volume will be an essential resource for scholars researching and teaching across marketing, as well as innovation, technology, and business ethics.

Zielgruppe

Postgraduate

Autoren/Hrsg.

Gupta, Sahil

Nagina, Razia

Paruthi, Mandakini

Gupta, Gaurav

Fachgebiete

• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Wissenssoziologie, Wissenschaftssoziologie, Techniksoziologie
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Foreword Preface Acknowledgement Part 1: Understanding gamification from a marketing perspective 1. Gamification as a Strategic Move: Redefining Storytelling through a Unique Medium 2. Role of Gamification in Crowdsourcing Part 2: Gamification as an influencer for consumer behavior and engagement 3. Gamification as an influencer for Consumer Behaviour and engagement 4. Effects of Gamification on Brand Engagement of Toy Brands:  First Cry and Hamleys 5. Gamification and Online Shopping Experience: A Systematic Literature Review Part 3: Gamification and branding 6. Impact of Customer Engagement and Brand Love through Gamification and Brand Love on Online Travel Agencies (OTA) 7. Gamification Stimulates Customer E-Purchase Intention: A Conceptual Analysis Part 4: Gamification and specific marketing domains 8. The Effect of Gamification on Virtual Tourist Experiences in the Tourism Industry 9. Role of Gamification in Influencer Marketing: Studying the Mediating Role of Utilitarian, Hedonic, & Attitude On E-WOM 10. Gamified Communication in Social Media for Brand Advocacy of Start-Ups 11. Gamification Strategies for Enhancing Sustainability Marketing: Engaging Consumers in Eco-Friendly Behaviors 12. Ethical Dilemmas in Gamified Marketing Approaches

Über Autor(innen)

Sahil Gupta is Associate Professor at the Jaipuria School of Business, Ghaziabad, Uttar Pradesh, India, and Guest Associate Professor at UCSI University, Kuala Lumpur, Malaysia.

Razia Nagina is Associate Professor at Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India.

Mandakini Paruthi is Assistant Professor at IBS Hyderabad, IFHE University, Hyderabad, Telangana, India.

Gaurav Gupta is Assistant Professor at Amity University, Greater Noida, Uttar Pradesh, India.