Exploring The Role Of Gamification In Network Marketing

Exploring The Role Of Gamification In Network Marketing – New strategy for enhancing education for sustainable development (ESD) competencies of university teachers based on data mining

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Exploring The Role Of Gamification In Network Marketing

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Leveling Up Learning: Exploring The Education Gamification Market

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By Hsi-Peng Lu Hsi-Peng Lu Scilit Preprints.org Google Scholar View Publications and Hui-Chen Ho Hui-Chen Ho Scilit Preprints.org Google Scholar View Publications *

The Role Of Gamification In Growth Marketing

Submission Received: April 4, 2020 / Revised: May 12, 2020 / Accepted: May 13, 2020 / Published: May 20, 2020

(This article is part of the Special Issue Sustainable Technology and Innovation: Decision Making in the Context of Uncertainty and Information Asymmetry)

Game and mechanics have been widely adopted as marketing strategies for sustainable growth. Rarely has research explored the relationship between game components and consumers' ongoing use of gamification. This analyzes how game mechanics impact users' gaming behavior and awaken positive emotions to increase engagement. This research model empirically surveys 411 users of the Nike Run Club (NRC) app, based on the Mechanics–Motivation–Aesthetics (MDA) framework. The results showed that personal challenge was antecedent to self-interest, fun, and social interaction, while self-interest and social interaction influenced happiness. The results also show that fun is of primary importance among all other factors, as it is the factor that influences brand attitude and long-term usage. The results provide valuable insights into sustainability strategies for industries involved in app-based brand operations.

Gamification is attracting increasing attention from both researchers and practitioners [1, 2, 3]. For innovation and sustainable development in related industries, incorporating game features and game thinking into non-game contexts, gamification can encourage and motivate , as well as increase their awareness and engagement. Therefore, gamification as a powerful interactive tool has been widely used in various fields, such as education, healthcare, entertainment, and non-profit enterprises [1, 2, 3, 4, 5, 6]. According to a report by TechSci Research [7], the gamification market is estimated to reach 40 billion USD by 2024. The emergence of gamification marketing not only changes business marketing strategies but also changes consumer behavior . As a marketing tool, gamification, in addition to driving sales and increasing profits, can also improve customer engagement, enhance product/brand recognition and build loyalty. becomes [8, 9, 10, 11]. To gain further competitive advantage, it is important for practitioners to identify the core elements and key attributes that contribute to the most user experience and enhance engagement with gamification in marketing.

Gamification: Strategies And Benefits For User Engagement

Many companies or corporations have launched special applications and used gaming techniques, such as competition, scoring systems and incentives, to attract and retain customers, thereby expanding their brand reach and create more sustainable growth possibilities. An example of a large business that successfully applied gamification marketing is Nike. Launched in 2010, Nike Run Club (NRC) (originally called Nike + Running App) has become a popular running app, allowing users to track and record their workouts instantly. personal way as well as share and compare achievements on social networks. Besides collecting customers' information and connecting them, NRC's attractive features include instant/daily feedback that enhances capacity, leaderboard rankings that encourage social connection Guilds, as well as the titles and badges awarded to maintain engagement, have attracted millions of players/users. became a fan of the brand. As evident in the example above, gamification enhances a business's competitive advantage in the market for sustainable growth, and the key lies in whether the tactics can drive engagement and maintain continued intent. continue to use it or not.

Diverse aspects and applications of gamification have been studied, including education and learning [8, 12, 13], commerce [14, 15], healthcare [4, 16, 17, 18 ] and the game itself [5, 19]. Furthermore, studies on gamification marketing have explored the impact of game design on players' motivation, satisfaction, or behavioral intentions [10, 20]. However, in the e-commerce era, how gamification marketing impacts or maintains continuance intention has rarely been systematically examined. Furthermore, examining the relationship between ongoing use of branded apps and video games and game components will be important for market segmentation and marketing strategy formulation. .

To fill the knowledge gap, this study explores, from a game design perspective, how integrating game dynamics into brand apps contributes to better user experience and increased increase the level of interaction. The analysis tool applied is the Mechanics-Dynamics-Aesthetics (MDA) framework [20]. In contrast to other studies on gamification, the proposed model applies the theory of social comparison process proposed by Festinger [21] and identifies two constructs, i.e. self-achievement and group achievement, are the components of the game (Mechanics). Important constructs related to the dynamics and aesthetics of gamification are also established, such as self-benefiting relationships, fun, and social interaction as “Dynamic” features. ”, brand attitude and continued usage intention as “Aesthetic” features. Structural equation modeling (SEM) is applied to study the proposed models. The results provide reference for practitioners designing mechanisms to encourage user participation and improve brand recognition in competitive environments.

Gamification, a term coined by computer programmer/game designer Nick Pelling in 2002, is defined as the use of game elements and mechanics in a non-game context [1] to engage users and solve problems [10]. On the other hand, Huotari and Hamari [2] emphasize the experiential nature of gamification as a process that supports overall user value creation. Therefore, gamification design is not just games and fun but also serves specific goals, helping users enjoy the entire process. Zichermann and Linder [11] explained how gamification revolutionized business thinking and practices and concluded that game mechanics, when integrated with business strategy, serve as invaluable change agents. for management to motivate employees and customers. Regardless of how gamification is defined, its main purpose is to create fun, stimulate significant motivation, enhance user experience, encourage engagement and develop opportunities for sustained interaction. solid.

Gamification In Social Media Marketing: The Complete

Conaway and Garay [22] emphasize that gamification, while sharing similar game characteristics such as points, tokens, badges, levels, rewards, and competition, must also be fun for users. consumers. Palmer, Lunceford, and Patton [23] summarized four key elements of gamification; specifically (1) a progression path that uses challenges and stories to motivate users to complete tasks and stay engaged; (2) feedback and rewards motivate users to upgrade to higher levels; (3) social connections create competition and cooperation through social networks; and (4) user interface and experience that allows users to have an enjoyable and fun experience. The consumer behavioral changes brought about by gamification can partly be attributed to the inherent human tendency to engage in competition, challenge, and social interaction [10]. In game design, the rules be simple, allowing users to have a sense of control and experience the joy of achieving their goals through repeated practice. Additionally, completing a small task, timely feedback is required in the form of “Likes” on Facebook, accumulated points or badges/awards. Finally, it is necessary to add social interaction functions such as making new friends, sharing, collaborating and competing.

A game is a structured form of play with goals and rules [24], while gamification is a strategy that uses game elements as well as mechanics [1] to enhance engagement and motivation through the fun of the game. The game-like experiences created by gamification [5] promise fun and keep employees and customers interested in what they are required to do, which flows smoothly and makes conversations Business becomes more attractive. Werbach and Hunter [6] proposed six steps of gamification design: define company goals, describe target behaviors, provide detailed information about players, devise activity loops, review fun and deploy appropriate tools.

In short, gamification integrates game elements, incentive mechanisms, rule structures, and feedback systems into non-game situations to attract and motivate people to participate, then change their behavior. their behavior.

Companies and brands are applying “gamification” to their brand marketing strategies, focusing on consumers and incorporating fun elements into the Internet,

The Growing Importance Of Gamification In Education And Business

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