Marketing and gamification applications, challenges, and ethics / edited by Sahil Gupta, Razia Nagina, Mandakini Paruthi, and Gaurav Gupta.
| Other author | Gupta, Sahil. |
| Format | Electronic |
| Publication Info | London ; New York, NY : Routledge, 2025. |
| Description | 1 online resource |
| Supplemental Content | Full text available from eBooks on EBSCOhost |
| Subjects |
| Series | Routledge studies in marketing |
| Abstract | "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"-- Provided by publisher. |
| Bibliography note | Includes bibliographical references and index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Source of description | Description based on print version record and CIP data provided by publisher; resource not viewed. |
| Issued in other form | Print version: Marketing and gamification London ; New York, NY : Routledge, 2025 9781032694177 |
| Genre/form | Electronic books. |
| LCCN | 2024027305 |
| ISBN | 9781040183267 ebook |
| ISBN | 9781032694238 (ebook) |
| ISBN | (hardback) |
| ISBN | (paperback) |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |