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Article
Publication date: 25 September 2019

Fakhroddin Noorbehbahani, Fereshteh Salehi and Reza Jafar Zadeh

Today, marketing has evolved due to the emergence of new electronic technologies and has shifted to e-marketing. Meanwhile, the gamification and gamified systems is an…

Abstract

Purpose

Today, marketing has evolved due to the emergence of new electronic technologies and has shifted to e-marketing. Meanwhile, the gamification and gamified systems is an up-to-date research topic that has attracted the attention of many researchers in recent years. As one of the main goals of marketing is to increase customer engagement and loyalty by persuading and motivating them to participate, the gamification has a great potential for e-marketing. Although much research has been done on the gamification subject in e-marketing, there has not yet been a comprehensive review of these studies. This paper aims to provide a comprehensive overview of the scientific and practical research on gamification applied to e-marketing using the systematic mapping study methodology.

Design/methodology/approach

Because considerable research has been devoted to gamification since 2011, and the number of papers published in this area has grown steadily from 2011, the paper reviews the publications over the period 2011-2018. The research method includes developing research questions, designing the research process and filtering the findings based on the specified criteria.

Findings

The findings of this study show the main applications of gamification in e-marketing, the technologies used and the proven benefits of applying this technique in e-marketing. It also provides a classification of the studies in this area.

Practical implications

This paper helps other researchers to understand the main areas of research in gamification within the marketing discipline and enables them to find the fields needed for future studies.

Originality/value

The proposed classification can give a comprehensive overview of the scientific and practical actions taken on gamification applied to e-marketing for academics and practitioners. It also enables the readers to find main areas of research and motivates them to apply gamification in e-marketing.

Details

Journal of Research in Interactive Marketing, vol. 13 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

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Article
Publication date: 1 February 2021

Selin Ögel Aydın and Metin Argan

Nutritional disorders and unhealthy nutrition, which are recognised as the causes of many widespread health problems (overweight, obesity, diabetes, cardiovascular…

Abstract

Purpose

Nutritional disorders and unhealthy nutrition, which are recognised as the causes of many widespread health problems (overweight, obesity, diabetes, cardiovascular disease, cancer, etc.) have emerged as a significant problem that requires resolution. The purpose of this study is to influence dietary preferences and to reduce current health issues by using gamification as a social marketing tool. To this end, the decision-making processes affecting food choices in individuals based on calorific content were evaluated and the effectiveness of gamification in encouraging consumers to make lower-calorie choices was examined.

Design/methodology/approach

An experimental design was used to determine the effect of gamification on the dietary preferences of consumers. An independent factorial design (between groups) in which multiple variables were tested with different subjects was used to test the factors that were thought to affect the food choices made by the participants from gamified and non-gamified menus.

Findings

In Study 1, menus (gamified vs non-gamified) and nutritional consciousness (low vs high) had a significant main effect on the total calorie count of the selected foods. In Study 2, menus (gamified with prices vs non-gamified with prices) had a significant main effect on the total calorie count of the selected foods, while nutritional consciousness (low vs high) did not. A significant interaction was observed between menus and nutritional consciousness.

Practical implications

Gamification can be used as an important publicity tool for promoting public health using different influential factors such as price.

Originality/value

This study shows that people can change their food preferences positively through gamification. It shows further how people tend to evaluate the price of their food rather than the calorie count when making dietary preferences. Gamification can, therefore, be considered a promising social marketing tool for improving public health.

Details

Journal of Social Marketing, vol. 11 no. 2
Type: Research Article
ISSN: 2042-6763

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Article
Publication date: 18 June 2021

Rory Francis Mulcahy, Ryan McAndrew, Rebekah Russell-Bennett and Dawn Iacobucci

Marketers have begun to investigate the potential of gamification for influencing consumer behavior by using game design elements in realms varying from branding, retail…

Abstract

Purpose

Marketers have begun to investigate the potential of gamification for influencing consumer behavior by using game design elements in realms varying from branding, retail, sales and health services. Marketers have also begun to explore consumer behavior in sustainability. This paper aims to provide contributions to build on both literatures.

Design/methodology/approach

This research tests gamification principles in a large field study on real consumers that includes data from pre-post surveys, gamified app analytics and household energy meters. The data are analyzed using ANOVA’s and structural equation modeling.

Findings

The findings demonstrate: gamification significantly enhanced consumers’ knowledge, attitudes, behavioral intentions and realized bill savings compared to a control group; reward-based game design elements including points, badges and other rewards contribute to enhancing sustainable behavior outcomes.

Research limitations/implications

Future research in settings outside of sustainability may extend upon the findings of the current research to further understanding the impact of reward-based game design elements in marketing.

Practical implications

The findings have important practical implications for how organizations might use serious games to promote sustainable and other desirable behavior. In particular, how reward-based game design elements, points, trophies and badges, can be used to create a chain of relationships that leads to reduced electricity consumption.

Originality/value

This paper fulfills the need to understand if the impact of gamification extends outside of controlled environments and into the field. Further, it demonstrates how reward-based game design elements contribute to consumers changing their behavior, a relationship that is not yet thoroughly understood in the marketing literature.

Details

European Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 21 August 2017

Wafa Hammedi, Thomas Leclerq and Allard C.R. Van Riel

Gamification introduces game-like properties into routine service processes to make them more engaging for service employees and users alike. The purpose of this paper is…

Abstract

Purpose

Gamification introduces game-like properties into routine service processes to make them more engaging for service employees and users alike. The purpose of this paper is to investigate the effects of gamification mechanics, or game design principles, on user engagement in gamified healthcare services.

Design/methodology/approach

Through observations, interviews and the study of desk materials, two cases of gamified healthcare services, each using different game mechanics, are analyzed.

Findings

Gamification mechanics produce four distinct experiential outcomes in patients: challenge, entertainment, social dynamics, and escapism. Patient engagement can be stimulated through these outcomes. However, to fully enjoy the benefits of gamified services, users are often expected to acquire and use new skills. The relative absence of these skills (or difficulties in acquiring them), depending on users’ medical predispositions and age, may defer or negatively moderate the positive effects of gamification on engagement. In the case of progressively decreasing capabilities (e.g. in the case of aging users or users with degenerative diseases, whose physical or mental disabilities may be emphasized by the mechanics), it is recommended that health professionals adapt the mechanics accordingly or search for alternative options to increase patient well-being.

Research limitations/implications

The study was conducted in healthcare, and caution must be exercised in generalizing the findings to other domains. However, the finding that gamified service users’ disabilities - or the lack of required abilities – may negatively impact the encouraging or engaging effects of the use of gamification appears to be relatively universal.

Originality/value

This study contributes to service research, specifically in the healthcare domain, by providing insight into employees’ and users’ motivations for using gamified service processes, the experiential impact of gamification mechanics, the individual factors that influence users’ gamified experience and multiple forms of cognitive, emotional and behavioral engagement outcomes. A research agenda is developed.

Details

Journal of Service Management, vol. 28 no. 4
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 10 June 2020

Pamela Saleme, Timo Dietrich, Bo Pang and Joy Parkinson

Gamification has gained popularity in social marketing research; however, its application remains limited to a few contexts, and relatively little is known about how…

Abstract

Purpose

Gamification has gained popularity in social marketing research; however, its application remains limited to a few contexts, and relatively little is known about how innovative gamification technologies such as augmented reality can be applied to social marketing programme design. This paper aims to demonstrate the application of gamification to a social marketing pilot programme designed to increase children’s empathy and empathic behaviour.

Design/methodology/approach

Informed by social cognitive theory (SCT), a mixed-method research design was adopted using pre- and post-programme surveys (n = 364) to assess effectiveness using paired samples t-test. Qualitative data included observations, participant’s questions and a feedback activity at the end of the programme. A thematic analysis was undertaken to examine the data and detect meaningful insights.

Findings

Children’s affective empathy and empathic behaviour outcomes were improved following the pilot programme. However, no effects were observed for cognitive empathy and social norms. Thematic analysis revealed three themes to further improve the game: developmentally appropriate design, user experience and game design.

Research limitations/implications

Findings demonstrated challenges with the application of SCT outlining a disconnect between the design of the gamified programme and theory application.

Practical implications

This study provides initial evidence for the application of innovative gamification technologies to increase empathy in children.

Originality/value

To the best of the authors’ knowledge, this paper is the first to examine how a gamified social marketing programme can increase empathy in children.

Details

Journal of Social Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 2042-6763

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Article
Publication date: 21 August 2020

Rory Francis Mulcahy, Nadia Zainuddin and Rebekah Russell-Bennett

This study aims to investigate the use of gamification and serious games as transformative technologies that encourage health and well-being behaviors. The purpose of this…

Abstract

Purpose

This study aims to investigate the use of gamification and serious games as transformative technologies that encourage health and well-being behaviors. The purpose of this paper is to investigate the transformative value that can be created by gamified apps and serious games and the role involvement plays between transformative value and desired outcomes.

Design/methodology/approach

Four gamified apps/serious games were examined in the study, with data collected from N = 497 participants. The data were analyzed using structural equation modeling.

Findings

The results revealed that gamified apps and serious games can create three transformative value dimensions – knowledge, distraction, and simulation – which can have direct and indirect effects on desired outcomes. Examination of competing models revealed involvement plays a mediating rather than a moderating role for gamification and serious games for well-being.

Originality/value

This research contributes greater understanding of how technology can be leveraged to deliver transformative gamification services. It demonstrates the multiple transformative value dimensions that can be created by gamified apps and serious games, which assist the performance of well-being behaviors and which have yet to be theorized or empirically examined. The study also establishes the mediating rather than the moderating role of involvement in gamification and serious games, as called for in the literature.

Details

Journal of Service Management, vol. 32 no. 2
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 14 September 2015

Tracy Harwood and Tony Garry

This study aims to provide empirically generated insights into a gamification approach to online customer engagement and behavior (CE and CEB). There is a substantive…

Abstract

Purpose

This study aims to provide empirically generated insights into a gamification approach to online customer engagement and behavior (CE and CEB). There is a substantive discrepancy between popular coverage and empirically based research as to the effectiveness of virtual brand gamification in engaging customers.

Design/methodology/approach

Using Samsung Nation as a unit of analysis, a mixed-methods research design using netnography and participant observation is adopted to address the research aim.

Findings

Taken holistically, the findings identify key processes and outcomes of CE and CEB within virtual gamified platforms. Additionally, insights are provided into implementation flaws deriving from gamification that may potentially impact the CE experience.

Originality/value

The contribution of this paper is twofold. First and from a theoretical perspective, it offers both a conceptual foundation and empirical-based evaluation of CE and CEB through a gamified brand platform. Second and from a pragmatic perspective, the conceptual model derived from this research may aid practitioners in developing more robust gamified CE strategies.

Details

Journal of Services Marketing, vol. 29 no. 6/7
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 6 April 2017

Rui Patricio

The purpose of this paper is to explain the link between gamification and innovation and describes the use of a particular gamified method and tool, which helps teams get…

Abstract

Purpose

The purpose of this paper is to explain the link between gamification and innovation and describes the use of a particular gamified method and tool, which helps teams get committed and engaged in idea development. The goal is to provide valuable insights on how gamification can accelerate innovation.

Design/methodology/approach

A study was conducted using a combination of qualitative methods: workshops based on action research method followed by semi-structured interviews with workshop participants and problem/challenge owners, representing two segments, corporate innovation teams and entrepreneurship. Data were collected from innovation consultants and IT/Software companies’ team members that used this gamification approach to address innovation challenges as well as from an entrepreneurship class from university that also used this particular gamification approach to support an idea competition program.

Findings

The paper provides insights and discusses the major impacts of gamification from the perspective of innovation consultants, corporate teams as well as from young entrepreneurs. It suggests that the application of this gamified method and tool enhances the quality of the idea that is developed to address an outlined innovation challenge. It was also found that team members/participants as a result of this process subsequently developed important innovation and entrepreneurship capabilities.

Originality/value

Despite the growing body of literature on gamification, there is a lack of empirical research that examines the use of gamification tools on companies’ innovation and entrepreneurship initiatives. This paper contributes to clarify the contribution of gamified methods and tools toward the success of corporate innovation and entrepreneurship programs by describing the use of a particular gamified approach. Researchers will gain insights into the effects of gamification approaches and a better understanding of the integration requirements with other related research areas. Practitioners will understand how this new method and tool can be implemented in order to drive innovation and entrepreneurship forward.

Details

World Journal of Science, Technology and Sustainable Development, vol. 14 no. 2/3
Type: Research Article
ISSN: 2042-5945

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Article
Publication date: 4 February 2019

Ander Garcia, Maria Teresa Linaza, Aitor Gutierrez and Endika Garcia

The purpose of this paper is twofold: to present gamified mobile experiences as valid tools for DMOs to enrich the experience of tourists, and to present the benefits…

Abstract

Purpose

The purpose of this paper is twofold: to present gamified mobile experiences as valid tools for DMOs to enrich the experience of tourists, and to present the benefits provided to DMOs by analytics tools integrated on gamified mobile experiences.

Design/methodology/approach

Staff from three DMOs have generated a gamified mobile experience using a custom authoring tool designed and developed to fulfil their requirements. This gamified experience has targeted families with children visiting Basque Country during off-peak season. The experience has been validated over a period of seven weeks within a pilot project promoted by the local tourist information offices of the DMOs. Data directly provided by tourists and data gathered from analytic tools integrated on the gamified mobile experience have been analysed to fulfil the research objectives presented on the paper.

Findings

Both DMOs and tourists can benefit from gamified mobile experiences. The integration of analytics tools to gain insights into the behaviour of tourists can be a relevant information source for DMOs.

Research limitations/implications

The pilot project has targeted a niche tourism market, families with children visiting Basque Country, and has been running during off-peak season. Further studies focusing on other tourist types and different tourism season and destination types will be required to strengthen the validation of the research objectives presented on this paper.

Practical implications

The paper promotes both the development of gamified mobile experiences and the inclusion of analytics tools for DMOs to obtain relevant information about tourists and the mobile experiences.

Originality/value

A gamified mobile experience is generated by DMOs, validated on the basis of experience of real tourists. The analytics tools inside the gamified mobile experience provide DMOs with relevant information.

Details

Tourism Review, vol. 74 no. 1
Type: Research Article
ISSN: 1660-5373

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Article
Publication date: 29 April 2020

Nayomi Kankanamge, Tan Yigitcanlar, Ashantha Goonetilleke and Md. Kamruzzaman

The purpose of this paper is to investigate the role of gamification as a novel technique in motivating community engagement in disaster-related activities in order to…

Abstract

Purpose

The purpose of this paper is to investigate the role of gamification as a novel technique in motivating community engagement in disaster-related activities in order to address the question of how gamification can be incorporated into disaster emergency planning.

Design/methodology/approach

This study conducts a systematic literature review and explores available gamified applications for disaster emergency planning and their purpose of use. In total, 51 scholarly articles on the topic and 35 disaster-related gamified applications are reviewed.

Findings

The findings reveal the following: (a) gamified applications (n = 35) are used for education, research and intervention purposes; (b) gamified applications create new opportunities for community engagement and raise disaster awareness among the community in virtual environments; and (c) gamified applications help shape a new culture – i.e. gamified culture – that supports smart disaster emergency planning practice.

Originality/value

During the recent years, utilisation of game elements in non-game contexts – i.e., gamification – has become a popular approach in motivating people in various actions. Increasing research highlighted the benefits of gamification in enhancing community engagement, creating interactive environments, providing better behavioural outcomes and influencing democratic processes. Despite some of the applications indicating the potential of gamification in disaster emergency planning, the use of gamification technique in this discipline is an understudied area. This study reveals gamification can be incorporated into disaster emergency planning.

Details

International Journal of Disaster Resilience in the Built Environment, vol. 11 no. 4
Type: Research Article
ISSN: 1759-5908

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