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1 – 6 of 6This paper aims to propose a new method for evaluating the effect of out-of-home (OOH) gamified advertising and verify the prediction effect of the method, especially based on…
Abstract
Purpose
This paper aims to propose a new method for evaluating the effect of out-of-home (OOH) gamified advertising and verify the prediction effect of the method, especially based on emotional experience generated by interactions between individuals and gamified advertisements.
Design/methodology/approach
By carrying out an offline gamification advertising experiment, this study uses multiple emotion models, pleasure–displeasure, arousal–no arousal and dominance–submissiveness (PAD) and Ortony–Clore–Collins, to examine the impact of 24 emotional experiences consumers have when engaging with gamified OOH advertising on the perceived effectiveness of advertising.
Findings
The findings reveal the correlation between the emotional experience and the effectiveness of gamified advertising. Multiple regression analyses demonstrate that the emotional experience model has an effective predictive effect on the effectiveness of gamified advertising.
Originality/value
The originality of this research is a new method for evaluating the effect of OOH gamified advertising, in particular the calculation of the valid emotional experience values brought by the emotional fluctuations in the interaction between consumers and gamified advertisements.
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Reihaneh Alsadat Tabaeeian, Shakiba Rahgozar, Atefeh Khoshfetrat and Samira Saedpanah
The purpose of this paper is to investigate how gamification in advertising affects the effectiveness of advertising on social media.
Abstract
Purpose
The purpose of this paper is to investigate how gamification in advertising affects the effectiveness of advertising on social media.
Design/methodology/approach
Drawing from the gamification literature, immersion, achievement and social interaction features were identified as features, and advertising effectiveness factors were brand attention, brand liking and recall. A questionnaire was used for collecting data, and a structural equation modeling approach was applied to examine the model.
Findings
The results indicated that immersion, achievement and social interaction features affect advertising effectiveness. Furthermore, advertising effectiveness factors had a significant effect on purchase intentions.
Originality/value
The study contributes to the combination of gamification in advertising by offering characteristics for gamification that can enhance advertising effectiveness through brand attention, liking and recall. Finally, it provides managerial guidance on how they can use gamification in their advertising process.
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Debajani Sahoo, Rachita Kashyap and Manish Agarwal
This case study is designed to enable students to formulate the strategic planning process in relation to an organization’s resources; assess the critical tasks required for the…
Abstract
Learning outcomes
This case study is designed to enable students to formulate the strategic planning process in relation to an organization’s resources; assess the critical tasks required for the company’s business planning for growth and market expansion; and examine the importance of the value delivery process for the company, its customer and its employees. At the end of the case discussion, students will learn how to plan their business in an emerging market by using their existing resources, where the business stands at present and where it may go in the coming future.
Case overview/synopsis
The case study discusses how Byju’s, an Indian multinational educational technology company, revolutionized student learning programs through its innovative strategic implementation. It explores the company’s growth and expansion strategy by considering a strength, weakness, opportunity and threats analysis. It elaborates on how Byju’s acquired various companies in India and other countries to become an international technology-based educational brand with 150 million users in 2022. The case study also highlights the marketing and promotional strategy used by the company on online and offline platforms. The case study elaborates on the value delivery process and its importance for customer and employee satisfaction. Despite its success in the Indian market, Byju’s faced tough challenges in the US and European markets, such as lower-than-expected growth rates and lower subscription numbers, even though it followed the same strategy as in the Indian market. The acquisition and celebrity strategy works in emerging economies such as India but not in developed countries. The company’s return on investment was down owing to the high costs it had incurred over the years on market acquisitions and marketing promotions. The growing competition was also expected to bring more challenges for Byju’s. New players such as Tata Studi and YouTube planned to enter the market. Byju Raveendran and his management group had to decide whether to maintain or change the current market offering to reflect market developments to satisfy their customers and employees. They also had to determine whether the main components of the marketing strategy, such as the company’s ongoing value delivery process and ongoing strategy toward the target audience, partners and rivals, are advantageous to the firm or not. The team was in dilemma whether the marketing planning process was going in the right direction and how to make all elements of its businesses more efficient in dealing with the issues. Raveendran kept asking questions about to what extent it is still possible to alter the marketing plan.
Complexity academic level
The case study is appropriate for discussion in courses such as marketing management, service marketing and strategic marketing management, whether they are part of an undergraduate program (Bachelor of Business Administration [BBA]), a postgraduate program in business management (Master of Business Administration [MBA]) or an executive-level program (executive MBA). The breadth of business topics addressed and the intricacy of the scenario make this case study best suited to be used after the semester as either a culminating project or as a seminar discussion for undergraduates (BBA). The case study can also be discussed in the marketing management course (graduation level) under the marketing and service strategy chapters.
Subject code
CSS8: Marketing
Supplementary material
Teaching notes are available for educators only.
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Jiequan Hong, Anicia Jaegler and Olivier Gergaud
With the launch of mobile applications to reduce food waste, this study reviews scholarly articles to answer the questions: (1) What research topics are extensively discussed in…
Abstract
Purpose
With the launch of mobile applications to reduce food waste, this study reviews scholarly articles to answer the questions: (1) What research topics are extensively discussed in relation to food waste mobile applications (FWMA)? (2) How do these applications impact food waste and food poverty? (3) At which stage of the supply chain are digital applications employed?
Design/methodology/approach
This paper conducts a systematic literature review of scholarly articles on the topic of mobile applications and food waste to answer three research questions.
Findings
The article provides a definition of mobile applications to reduce food waste. Most published studies on mobile applications are from developed countries. Over half of the applications address procurement and consumption along the supply chain. The applications are categorized by food saving method and used in studies on innovation management, platform relations and performance, the supply chain activities impacted and platform acceptance.
Research limitations/implications
The articles and applications analyzed suggest more quantitative studies. A wider range of cases in diverse cultural settings is needed, as well as analyses of the factors influencing the development, performance and market acceptance of platforms.
Originality/value
This study is the first study to systematically review the relevant scholarly contributions related to mobile applications, an innovative practice that helps reduce food waste. It allows making an initial progress report on the research carried out.
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Ravit Alfandari, Gemma Crous and Nuria Fuentes-Peláez
The objective of the chapter is to provide an integrative appraisal of recent participatory research projects with children on violence and maltreatment conducted by members of…
Abstract
The objective of the chapter is to provide an integrative appraisal of recent participatory research projects with children on violence and maltreatment conducted by members of the COST Action CA 19106 working group on children's participation (WG3) and their colleagues to identify what is working well and what needs to change in future research. The evaluation of research examples clustered around four key questions: Why, when, how and how much do children participate in research? Data were collected using a unified tool designed to characterise participatory research, which was distributed among WG3 members. In addition, chapters of the current book were another source of data about participatory research. Overall, data on 19 studies involving 46,761 children were collected and analysed using Shier's matrix. Findings show that most studies (n = 10) engaged children as consultants to adults in data collection, whereas a few studies (n = 5) demonstrated a more children-led research approach. The analysis uncovered specific areas where more progress is required, including engaging children in decisions about the research topic, involving young children, utilising methods that are more natural and familiar to children, and gaining children's reflective accounts about their participation experience. The authors encourage scholars to publish their work to advance evidence-based knowledge and skills in participatory research with children about sensitive topics.
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