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Article
Publication date: 4 July 2022

Jiale Huo and Yahong Jiang

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…

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.

Details

Marketing Intelligence & Planning, vol. 40 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 4 December 2023

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.

Details

Journal of Communication Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1363-254X

Keywords

Case study
Publication date: 11 December 2023

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.

Details

Emerald Emerging Markets Case Studies, vol. 13 no. 4
Type: Case Study
ISSN: 2045-0621

Keywords

Content available
Book part
Publication date: 12 October 2022

Leighton Evans, Jordan Frith and Michael Saker

Abstract

Details

From Microverse to Metaverse
Type: Book
ISBN: 978-1-80455-021-2

Article
Publication date: 26 September 2023

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…

462

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.

Details

British Food Journal, vol. 126 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Book part
Publication date: 4 October 2023

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.

Details

Participatory Research on Child Maltreatment with Children and Adult Survivors
Type: Book
ISBN: 978-1-80455-529-3

Keywords

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