دانلود رایگان مقاله توانایی تولید و بازاریابی موبایل

Abstract

A variety of business sectors have been buffeted by the diffusion of mobile technology, a trend that presents a variety of difficult challenges but interesting opportunities to marketers. One such opportunity is gamification, which, one hopes, will enhance appeal to mobile consumers. Our sense from both personal experience and the literature is that the gamified mobile apps currently offered by firms mostly miss the mark. We provide a systematic overview of game design and note how principles derived from that field are highly applicable to gamification in mobile marketing settings. We are aided by the work of Schell (2008), whose Elemental Game Tetrad Model allows us to offer a coherent look at how gamification should affect mobile marketing outcomes.

Conclusions

We began this work operating under the assumption that game design principles had not been thoroughly leveraged in practitioner gamification design. Gamification is claimed to enhance loyalty, customer engagement, and motivation (Blohm and Leimeister 2013; Zichermann and Cunningham 2011). However, there is limited empirical evidence of these effects (Hamari, Koivisto, and Sarsa 2014). Rather than pick gamification elements in a vacuum, we believe that a better way forward would be for researchers to utilize the fundamental elements of game design — the Schell (2008) tetrad of story, mechanics, aesthetics, and technology. We note that these gamification elements have been poorly investigated by marketing academics, if at all, in either a general or a mobile gamification setting. We are of the opinion that gamification is not a fad. Because gamification is likely to affect the customer experience, marketers should play an important role in gamification decisions. We hope to have contributed to this understanding at its onset.