Open AccessEmploying Gamification Methods to Increase Customer Engagement in Digital Marketing
Author(s) -
Gowtham Ashirvad,
Ajay Kumar
Publication year - 2019
Publication title -
international journal of recent technology and engineering
Language(s) - English
Resource type - Journals
ISSN - 2277-3878
DOI - 10.35940/ijrte.b1366.0882s819
Subject(s) - feeling , phenomenon , customer engagement , psychology , focus (optics) , implementation , computer science , marketing , knowledge management , social psychology , business , world wide web , epistemology , philosophy , physics , optics , social media , programming language
As “Gamification” quickly becomes a hot topic across industries and academia, it deserves more thorough study through qualitative and quantitative research. There was a definite feeling of infancy of gamification, be it the definition of gamification or the effectiveness of gamification. This document provides a survey of this recent phenomenon of “gamification”: a concept that has been applauded as a “game changing layer” and derided as a “useless buzzword”. It provides a comparative review of different schools of thoughts on the effectiveness of applying game mechanics to non-game contexts. Both industry implementations and academic research is reviewed and analyzed. Most of gamification thought leaders agree that the current state of gamification is mainly focus on extrinsic rewards. While some see the bigger potentials of sustainable gamification with deeper researches in the intrinsic rewards from good game designs.