Gamification as a Tool for Influencing Customers' Behaviour

Authors: B. Zatwarnicka-Madura

Abstract:

The objective of the article was to identify the impacts of gamification on customers' behaviour. The most important applications of games in marketing and mechanisms of gamification are presented in the article. A detailed analysis of the influence of gamification on customers using two brands, Foursquare and Nike, was also presented. Research studies using auditory survey methods were carried out among 176 young respondents, who are potential targets of gamification. The studies confirmed a huge participation of young people in customer loyalty programs with relatively low participation in other gamificationbased marketing activities. The research findings clearly indicate that gamification mechanisms are the most attractive.

Keywords: Customer loyalty, games, gamification, social aspects.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.1100795

References:

[1] K. Harman, A. Koohang, J. Paliszkiewicz, "Scholarly interest in gamification: a citation network analysis", Industrial Management & Data Systems, vol. 114, 2014, pp.1438 – 1452.
[2] K. Werbach, “(Re) Defining Gamification: A Process Approach”, Persuasive Technology Lecture Notes in Computer Science, 2014, vol. 8462, pp. 266-272.
[3] P. A. Herbig, “Game theory in marketing: Applications, Uses and Limits”, Journal of Marketing Management, 1991, vol. 7, pp. 295- 298.
[4] K. Chatterjee, G.L. Lilien, “Game theory in marketing science”. International Journal of Research in Marketing,vol. 3, Jun 1986, pp. 79-93.
[5] P. Tkaczyk, Jak zastosować mechanizmy gier w działaniach marketingowych. Gliwice: Wydawnictwo Helion, 2012, p. 73-74.
[6] http://www.oxforddictionaries.com/definition/english/gamification
[7] D. Cotton, “What is gamification, and how can I make it useful for my brand?”, Advertising Age, 2/27/2012, vol. 83, pp. 58-58.
[8] D. Moise, “Gamification - the new game in marketing”, Romanian Journal of Marketing, 2013, issue 2, pp. 29-33.
[9] G. Zichermann, J. Linder, The Gamification Revolution: How Leaders Leverage Game Mechanics to Crush the Competitio. McGraw-Hill, 2013 , pp. 12
[10] Game Industry Trends 2011 Report, 2011, http://www.git2011.pl/report
[11] G. Zichermann, C. Cunningham, Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps. Canada: O’Reilly Media, 2011, pp. 22-25
[12] L. Fisher, “Game on to keep consumers engaged”, Marketing Week, 11/8/2012, vol. 35, pp. 33-36.
[13] P. Donato, M.W. Link, “The gamification of marketing research”, Marketing News, Feb 2013, vol. 47, pp. 38-42.
[14] J. Paul, “The rules to play by”, MarketingMagazine, 12/17/2012, vol. 117, pp. 42-44.
[15] V. Insley, D. Nunan, “Gamification and the online retail experience”, International Journal of Retail & Distribution Management, 2014, vol. 42, pp. 340 – 351.
[16] J.V. Bittner, J. Shipper, “Motivational effects and age differences of gamification in product advertising”, Journal of Consumer Marketing, 2014, vol. 31, pp. 391 – 400.
[17] Crowley, D., Glueck, J., Rosenblatt, S., Hogue, A., Steinback, J., Weiss, N. Retrieved from http://business.foursquare.com/