Gamification and Mobile Marketing Effectiveness
| Autor: | Puneet Manchanda, Nicholas H. Lurie, Charles F. Hofacker, Jeff Donaldson, Ko de Ruyter |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2016 |
| Předmět: |
Marketing
HD Computer science 05 social sciences Mobile apps Data science Field (computer science) Variety (cybernetics) Game design Work (electrical) 0502 economics and business Business sector 050211 marketing Mobile technology Business and International Management Mobile marketing 050203 business & management |
| ISSN: | 1094-9968 |
| Popis: | A variety of business sectors have been buffeted by the diffusion of mobile technology, a trend that presents a variety of difficult challenges but interesting opportunities to marketers. One such opportunity is gamification, which, one hopes, will enhance appeal to mobile consumers. Our sense from both personal experience and the literature is that the gamified mobile apps currently offered by firms mostly miss the mark. We provide a systematic overview of game design and note how principles derived from that field are highly applicable to gamification in mobile marketing settings. We are aided by the work of Schell (2008), whose Elemental Game Tetrad Model allows us to offer a coherent look at how gamification should affect mobile marketing outcomes. |
| Databáze: | OpenAIRE |
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