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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: 22 December 2020

Nahideh Rezaei, Rana Najjari, Arsalan Nezhadfard and Rahmat Mohammadzadeh

The purpose of this paper aims at the spatial analysis of the Rastas dealing with the wool market to revise the production resulting in a recreation of spaces and the…

Abstract

Purpose

The purpose of this paper aims at the spatial analysis of the Rastas dealing with the wool market to revise the production resulting in a recreation of spaces and the pathways based on its high economic–commercial role.

Design/methodology/approach

Secondary resources and direct observations through field research were the two critical methodological steps for this paper based on phenomenology and qualitative approaches.

Findings

The results represent that the usage of past experiences is the most effective solutions for activities relying on manufacturing inside the workshops leading to improvement in functional objectives of Bazaar. Integration between diverse institutions, precise planning regarding the creation and restoration of past and new jobs and organizing the exhibition of recreational spaces contributing to development regarding public attraction and strengthening the spatial relationships between production, representation and service. Indeed these mentioned steps will provide multifunctional space with a priority of production and reproduction useful on a recreation of urban life.

Originality/value

This study fulfils to examine the important of the bazaar (Iranian market) and recreate its manufacturing, service and economic processes.

Details

Property Management, vol. 39 no. 2
Type: Research Article
ISSN: 0263-7472

Keywords

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Book part
Publication date: 24 November 2010

Abstract

Details

Tourism in the Muslim World
Type: Book
ISBN: 978-1-84950-920-6

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