Gamification and Mobile Marketing Effectiveness

Hofacker, C. F., de Ruyter, K., Lurie, N. H., Manchanda, P. & Donaldson, J. (2016). Gamification and Mobile Marketing Effectiveness. Journal of Interactive Marketing, 34, pp. 25-36. doi: 10.1016/j.intmar.2016.03.001

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Abstract

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.

Item Type: Article
Additional Information: © 2016, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/
Uncontrolled Keywords: Gamification; Gaming; Mobile; Retailing; Game design; Story; Mechanics; Aesthetics; Technology
Subjects: H Social Sciences > HD Industries. Land use. Labor
Divisions: Cass Business School > Faculty of Management
URI: http://openaccess.city.ac.uk/id/eprint/15741

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