1st Edition
Marketing and Gamification Applications, Challenges, and Ethics
Gamification plays a major role in individual and business decision-making in today's digital era, remarkably changing the way businesses perform basic functions. Gamification techniques can be applied to a variety of marketing activities to help marketers create a more immersive and interactive experience for their customers, by leveraging elements such as points, badges, leaderboards, challenges, quizzes, sweepstakes, and rewards to encourage desired behaviors, foster engagement, and build a sense of community around a brand or product.
In this book, international academicians and researchers will discuss the influence and potential of gamification on marketing management dynamics. This edited collected investigates why the use of gamification in marketing is vital to enhance the customer base and increase revenue, whilst also critically exploring the dark side of gamification and ethical issues. Chapters cover various marketing domains, including tourism marketing, social marketing and sustainable marketing, to provide a comprehensive resource on this emerging area.
This volume will be an essential resource for scholars researching and teaching across marketing, as well as innovation, technology and business ethics.
Foreword
Pratik Modi
Preface
Acknowledgement
Part 1: Understanding gamification from a marketing perspective
1. Gamification as a Strategic Move: Redefining Storytelling through a Unique Medium
Agung Prasetyo Wibowo, Reni Diah Kusumawati, and Vikas Kumar
2. Role of Gamification in Crowdsourcing
Gesty Ernestivita, Vikas Kumar, and Tiara Nuranisah
Part 2: Gamification as an influencer for consumer behavior and engagement
3. Gamification as an influencer for Consumer Behaviour and engagement
Dr. Aparna Tembulkar
4. Effects of Gamification on Brand Engagement of Toy Brands: First Cry and Hamleys
Ms. Shweta Katyal, Dr. Ruhi Lal, and Prof. (Dr.) Ravinder Rena
5. Gamification and Online Shopping Experience: A Systematic Literature Review
Dr. Ritu Yadav and Dr. Chand Prakash
Part 3: Gamification and branding
6. Impact of Customer Engagement and Brand Love through Gamification and Brand Love on Online Travel Agencies (OTA)
Dr Garima Malik, Dr Sunetra Saha, and Dr Arpita Srivastava
7. Gamification Stimulates Customer E-Purchase Intention: A Conceptual Analysis
Dr. Jaspreet Kaur and Dr. Kajal Puri
Part 4: Gamification and specific marketing domains
8. The Effect of Gamification on Virtual Tourist Experiences in the Tourism Industry
Ishani Sharma and Arun Aggarwal
9. Role of Gamification in Influencer Marketing: Studying the Mediating Role of Utilitarian, Hedonic, & Attitude On E-WOM
Dr. Pinnika Syam Yadav, Dr. Rajshekar Reddy Pothireddy, and Dr. Mithilesh Pandey
10. Gamified Communication in Social Media for Brand Advocacy of Start-Ups
Ms. Radhika Baidya, Prof. (Dr.) Dharmendra Kumar, and Dr. Daniel Omer Livvarcin
11. Gamification Strategies for Enhancing Sustainability Marketing: Engaging Consumers in Eco-Friendly Behaviors
Dr. Md Faiz Ahmad, Dr. Mohd Danish Kirmani, and Dr. Md Asadul Haque
12. Ethical Dilemmas in Gamified Marketing Approaches
Lipsa Das, Dr.T.S.Poornachandrika, and Dr. Deepshikha Bhargava
Biography
Sahil Gupta is Associate Professor at the Jaipuria School of Business, India, and Guest Associate Professor at UCSI Malaysia.
Razia Nagina is Associate Professor at Lovely Professional University's Mittal School of Business, India.
Mandakini Paruthi is Assistant Professor at School of Management Studies, Chaitanya Bharathi Institute of Technology, India.
Gaurav Gupta is Assistant Professor at Amity University, India.
