Marketing and Gamification: Applications, Challenges, and Ethics (Routledge Studies in Marketing)

Synopsis

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.

Copyright:

2025

Book Details

Book Quality:

Publisher Quality

ISBN-13:

9781040183267

Related ISBNs:

9781032694238, 9781040183236, 9781032694177

Publisher:

Taylor & Francis

Date of Addition:

10/28/24

Copyrighted By:

selection and editorial matter, Sahil Gupta, Razia Nagina, Mandakini Paruthi, and Gaurav Gupta

Adult content:

No

Language:

English

Has Image Descriptions:

No

Categories:

Nonfiction, Business and Finance

Submitted By:

Bookshare Staff

Usage Restrictions:

This is a copyrighted book.

Edited by:

Sahil Gupta

Edited by:

Razia Nagina

Edited by:

Mandakini Paruthi

Edited by:

Gaurav Gupta