Marketing and Gamification (eBook, PDF)

Applications, Challenges, and Ethics
Redaktion: Gupta, Sahil; Gupta, Gaurav; Paruthi, Mandakini; Nagina, Razia

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 278
• Erscheinungstermin: 28. Oktober 2024
• Englisch
• ISBN-13: 9781040183236
• Artikelnr.: 72287811

Autorenporträt

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.

Inhaltsangabe

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