Gamification in Marketing

2022 ◽  
pp. 137-165
Author(s):  
Umit Basaran
Keyword(s):  
Game Design ◽  
Mobile Application ◽  
Customer Value ◽  
Digital Marketing ◽  
Design Elements ◽  
Innovative Technologies ◽  
Attitudes And Behaviors ◽  
Consumer Value ◽  
Marketing Activities

Advances in digital marketing technologies and the experience and value they provide to consumers have become important factors in market success. Therefore, businesses are focusing much more on the use of innovative technologies such as gamification. Gamification is the use of game design elements and mechanisms in non-game environments to increase the motivation of users to guide their behavior. Gamification elements used in marketing activities have an impact on the attitudes and behaviors of consumers towards brands, products, and services by increasing experience and value for them. Accordingly, this chapter is aimed at evaluating the gamified marketing activities from the perspective of customer value. In this context, the concepts of customer value and gamification are examined, and gamification techniques used in marketing and their effects on consumer value are evaluated. Also, the case study of Starbucks' gamified mobile application is presented from the perspective of customer value.

scholarly journals Enhancing Netizen As A Digital Marketing Activity Toward Strategic Branding: A Case Study of “XYZ” Brand

The Winners ◽  
2012 ◽  
Vol 13 (1) ◽  
pp. 58
Author(s):  
Nila Krisnawati Hidayat ◽  
Rudy Tobing
Keyword(s):  
Quantitative Study ◽  
Digital Marketing ◽  
Marketing Activity ◽  
Brand Performance ◽  
Mobile Advertising ◽  
Brand Association ◽  
Marketing Activities ◽  
Near Future

This study is focused on the role of netizen in digital marketing activities to attempt the development of strategic brand of “XYZ”. The purpose of this study to identify whether netizen as users have recognize the “XYZ” brand as a product of internet mobile, through four variables of brand performances: delivery message, creative advertisement, product understanding, and brand association. It is also to measure users’ level of awareness to the website of “murah itu XYZ”. The research methodology applied in this study is descriptive quantitative study  using Likert scale. The result shows that the highest level of brand performance is not only from delivery message, but it also indicates that netizen have recognized the “XYZ” as internet mobile under the activity of digital marketing. In addition, users are not aware yet to the website of “murah itu XYZ”. The content of the mobile advertising should be increased in the near future.

scholarly journals Upaya Promosi Potensi Wisata Kota Denpasar Berbasis Media sosial

2018 ◽  
Vol 9 (2) ◽  
Author(s):  
Ni Wayan Rena Mariani ◽  
Anak Agung Gede Wijaya
Keyword(s):  
Social Media ◽  
Qualitative Data ◽  
Digital Marketing ◽  
Tourist Attraction ◽  
Marketing Activities ◽  
Tourism Potential ◽  
Use Of Social Media ◽  
Marketing Methods ◽  
The City

Abstract - Marketing activities for tourism changes along with the development of the use of social media in the community. Traditional marketing methods that were used in marketing activities began to be shifted by digital marketing methods. One type of digital marketing method is social media marketing. Tourism official of denpasar cooperating with the Bali Tourism Board, and the Regional Tourism Promotion Agency uses social media in an effort to promote the tourism potencial of the city of Denpasar. The use of social media is very minimal in 2016 and 2017 to promote the tourism potential of the city of Denpasar. This Situation is not in line with the strategic plan of tourism official of Denpasar for 2011-2015 which states that promotion is carried out involving Information Technology. Mariani (2016) mentions that social media is very helpful in promoting a previously unknown tourist attraction into a favorite tourist attraction. When the use of social media that is very minimal by the manager, the promotion is declared successful. It is caused the strength of the content created by users of social media to introduce this attraction to other social media users. The purpose of this study is to find out the efforts made by the government in promoting tourism potential by utilizing social media. The research using quantitative and qualitative data. Quantitative data consist of number of posts, number of followers, number of likes. Qualitative data consist of social media content and data of interviews with sources. This research is a qualitative study with a case study approach. This research concludes that several social media-based promotion efforts have been carried out, namely greeting social media users through image and video content, inviting the public to attend certain tourism activities, involving social media users, and informing the calendar of events at the beginning of each month. Keywords: : Marketing, Tourism Destination, Social Media Abstrak – Kegiatan pemasaran tujuan wisata mengalami perubahan seiring dengan berkembangnya penggunaan media sosial di masyarakat. Metode pemasaran Tradisional yang dulu digunakan dalam kegiatan pemasaran mulai digeser oleh metode pemasaran digital. Salah satu jenis metode pemasaran digital adalah Pemasaran media sosial. Dinas Pariwisata Denpasar bekerja sama dengan Bali Tourism Board, dan Badan Promosi Pariwisata Daerah menggunakan media sosial dalam upaya untuk mempromosikan potensi wisata kota Denpasar. Pemanfaatan media sosial yang sangat minim pada tahun 2016 dan 2017 untuk mempromosikan potensi wisata kota denpasar tidak sejalan dengan Rencana strategis satuan kerja perangkat daerah dinas pariwisata kota denpasar Tahun 2011-2015 yang menyebutkan bahwa promosi dilaksanakan dengan melibatkan Teknologi Informasi. Mariani (2016) menyebutkan bahwa media sosial sangat membantu promosi sebuah objek wisata yang sebelumnya tidak dikenal menjadi sebuah objek wisata yang ramai dikunjungi. Dengan pemanfaatan media sosial yang sangat minim oleh pengelola, promosi dinyatakan berhasil. Hal ini disebabkan kekuatan content yang dibuat oleh para pengguna media sosial untuk memperkenalkan objek wisata ini kepada pengguna media sosial yang lain. Tujuan penelitian ini adalah untuk mengetahui upaya-upaya yang dilakukan pemerintah dalam mempromosikan potensi wisata dengan memanfaatkan media sosial. Data penelitian yang digunakan adalah data kuantitatif dan kuliatatif. Data kuantitatif yang digunakan adalah jumlah posting, jumlah follower,jumlah likes. Data kualitatif berupa konten media sosial dan hasil wawancara dengannarasumber. Penelitian ini merupakan merupakan penelitian kualitatif dengan pendekatan case study. Penelitian ini menyimpulkan bahwa beberapa upaya promosi berbasis media sosial telah dilakukan yaitu menyapa pengguna media sosial melalui content gambar dan video, mengundang masyarakat untuk hadir dalam kegiataan wisata tertentu, melibatkan masyarakat pengguna media sosial, dan menginformasikan calender of event disetiap awal bulan. Kata kunci: Pemasaran, Destinasi Wisata, Media Sosial

scholarly journals Digital marketing and tourism: opportunities for Africa

2019 ◽  
Vol 34 (1) ◽  
pp. 5-12 ◽  
Author(s):  
Kezia Herman Mkwizu
Keyword(s):  
Content Analysis ◽  
Literature Review ◽  
Digital Media ◽  
Digital Marketing ◽  
Content Type ◽  
Digital Era ◽  
Tourism Sector ◽  
Marketing Activities ◽  
Quantitative And Qualitative Methods

Purpose The purpose of this paper is to explore digital marketing and tourism with a focus on opportunities with a case study of Africa, motivated by developments in tourism particularly the increase in tourist arrivals and the growth of digital statistics in the digital era. Design/methodology/approach Literature review as a research methodology was adopted in this study, and the integrative literature review was the method used as well as content analysis to review studies in digital marketing and tourism relating to Africa. Findings This paper reveals that digital media, content and mobile advertising are among the trends in digital marketing and, thus, affords Africa the opportunity to market its attractions to tourists in this digital era. Research limitations/implications Future studies can explore quantitative and qualitative methods to understand the phenomenon of digital marketing in relation to tourism. Practical implications Other countries within Africa to adopt similar digital marketing such as digital media and creative content in order to manage the digitization of marketing activities in the tourism sector. Originality/value This study explores digital marketing and tourism with a focus on opportunities for Africa as a case study by specifically examining social media marketing in relation to tourist arrivals using integrative literature review and content analysis methods.

Adventures with Lex: The gamification of research?

2016 ◽  
Vol 24 (3) ◽  
pp. 229-250 ◽  
Author(s):  
Joanna Barwick ◽  
Dawn Watkins ◽  
Elee Kirk ◽  
Effie Law
Keyword(s):  
Data Collection ◽  
Game Design ◽  
Participatory Design ◽  
Academic Community ◽  
Data Collection Tool ◽  
Design Elements ◽  
Innovative Project ◽  
Research Context ◽  
Wide Range

There is a wide range of interest in gamification – with game design elements being used in an increasing number of non-game contexts. Yet, despite these developments, there has been little interest from the academic community in the potential opportunities that gamification presents in the research context. Law in Children’s Lives is an innovative project that has explored the use of a specially designed tablet-based game, Adventures with Lex, as a data collection tool. The game, developed using participatory design techniques, has been used as a means to investigate children’s perceptions of the law in their everyday lives. This article presents a case study of the processes and challenges involved in the development of the game which leads to a discussion of the implications of this study for the wider use of game-based research.

scholarly journals THE IMPORTANCE OF DIGITAL MARKETING FOR WINERIES AND DEVELOPMENT OF WINE TOURISM: CASE STUDY OF SERBIA

2020 ◽  
pp. 241-251
Author(s):  
Tatjana Pivac ◽  
◽  
Mirjana Maksimović ◽  
Ivana Blešić ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Wine Tourism ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Structured Questionnaire

The wineries recognized the increasingly important role of digital marketing as a valuable and appropriate tool to reach consumers. Wineries owners need to learn to use and apply social media in their marketing activities, as well as which activities are most effective for their needs. This paper intends to provide a brief analysis of digital wine marketing and social media marketing contributions for the wineries to increase brand awareness, sales, and development. The purpose of this research is to investigate social media adoption and engagement amongst wineries and more importantly to understand the activities they use to interact with consumers on social media platforms. For the purpose of this paper, a structured questionnaire was created. The authors wanted to examine to what extent the wineries are familiar with digital marketing and how much they use it in their own business. The study included 50 wineries across Serbia. Serbian wineries need to be more competitive on the tourist market and understand better the mode of functioning of different systems. The results show that Facebook and Instagram are the main platforms that wineries use to engage with consumers.

Performance Comparison of Web Backend And Database: A Case Study Of Node.JS, Golang and MySQL, MongoDB

2019 ◽  
Vol 13 ◽  
Author(s):  
Faried Effendy ◽  
Taufik ◽  
Bramantyo Adhilaksono
Keyword(s):  
Response Time ◽  
Open Source ◽  
Poisson Distribution ◽  
Mobile Application ◽  
Web Applications ◽  
Performance Comparison ◽  
Memory Usage ◽  
Data Traffic ◽  
Cpu Utilization

: Substantial research has been conducted to compare web servers or to compare databases, but very limited research combines the two. Node.js and Golang (Go) are popular platforms for both web and mobile application back-ends, whereas MySQL and Go are among the best open source databases with different characters. Using MySQL and MongoDB as databases, this study aims to compare the performance of Go and Node.js as web applications back-end regarding response time, CPU utilization, and memory usage. To simulate the actual web server workload, the flow of data traffic on the server follows the Poisson distribution. The result shows that the combination of Go and MySQL is superior in CPU utilization and memory usage, while the Node.js and MySQL combination is superior in response time.

An Integrated Tourism Model based on Local Identity for Ecological, Historical, and Cultural Tourism

2018 ◽  
Vol 3 (7) ◽  
Author(s):  
Natapon Anusorntharangkul ◽  
Yanin Rugwongwan
Keyword(s):  
Environmental Design ◽  
Cultural Tourism ◽  
Marketing Strategies ◽  
Point Of View ◽  
Local Identity ◽  
Design Elements ◽  
Resources Management ◽  
The North ◽  
North Eastern

The objective of this paper is to study local identity and explore the potential for regional resources management and valuation of the historic environment a case study of the north-eastern provinces of Thailand, for guiding the tourism environmental design elements. The point of view has the goal creative integrate tourism model and product development from local identity embedded localism. This concept advocates the philosophy that tourism businesses must develop products and marketing strategies that not only address the needs of consumers but also safeguard the local identity. 

A Design of Educational Game to Prevent Cyber-Bullying among Teenagers and An Analysis of Its Effect (Preprint)

2019 ◽  
Author(s):  
Hyung Yoon
Keyword(s):  
Game Design ◽  
Quantitative Research ◽  
Educational Games ◽  
Educational Game ◽  
Quantitative Research Methods ◽  
Prevention Education ◽  
Future Design ◽  
Sensitive Topics ◽  
Mode Of Development

UNSTRUCTURED This paper is a case study on the design of an educational game for the prevention of cyberbullying and an analysis of its educational effect. I selected a game titled “Angry Daddy,” which was developed based on the request of Korean government authority and analyzed the mode of development of the game and its educational effect. For this research, both qualitative and quantitative research methods were used. Moreover, advice regarding the game design was obtained from many experts belonging to various fields. Based on the analysis of the game design and its educational effect, it was confirmed that the following factors are important to design an educational game meant for the prevention of cyberbullying and to enhance its educational effect: First, cooperation between content experts and game development experts is essential to develop an educational game. Second, it should be verified whether the contents and the format of the game are appropriate by analyzing the play test results of the target audience. Third, it is essential to prepare a manual to guide teachers to apply the game to the field. Fourth, it was confirmed that educating students on sensitive topics like cyberbullying is very effective when educational games that make them feel and experience the outcomes of bullying are utilized. This research is expected to be helpful for future design of educational games and the research and development of the format of cyberbullying prevention education.

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