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Bringing Gamification to the Marketi...

Enriques, Shawn,

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Bringing Gamification to the Marketing Masses: We Know the Why, Here Is a Glympse at How /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Bringing Gamification to the Marketing Masses: We Know the Why, Here Is a Glympse at How // Shawn Enriques.
作者:	Enriques, Shawn,
面頁冊數:	1 electronic resource (226 pages)
附註:	Source: Dissertations Abstracts International, Volume: 86-06, Section: B.
Contained By:	Dissertations Abstracts International86-06B.
標題:	Home economics. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31763003
ISBN:	9798346875918

Bringing Gamification to the Marketing Masses: We Know the Why, Here Is a Glympse at How /
Enriques, Shawn,

Bringing Gamification to the Marketing Masses: We Know the Why, Here Is a Glympse at How /Shawn Enriques. - 1 electronic resource (226 pages)

Source: Dissertations Abstracts International, Volume: 86-06, Section: B.

This dissertation proposes and examines a method to measure gamification in real-world events through the measurement of rewards in six 'gamified' reward type constructs (GRT). These GRTs are Rewards of benevolence, access, development, glory, enablers, and sustainment (BADGES). Four of these reward types are identified in the game design principles: glory, access, sustenance (sustainment), and facility (enabler). Additionally, rewards of benevolence and development were observed through qualitative interviews of online game players. Essay one provides the theoretical background to the concept of GRTs measuring gamification of situations and contexts. Essay two looks at the leveling up experience to gather perspective on how rewards work in an online game context. Finally, essay three applies the GRTs and framework presented in Essay one to a hypothetical hotel loyalty program to investigate whether GRTs lead to increased loyalty intention through self-determination motivation and emotions.

English

ISBN: 9798346875918Subjects--Topical Terms:

551902
Home economics.
Subjects--Index Terms:

Consumer loyalty

Bringing Gamification to the Marketing Masses: We Know the Why, Here Is a Glympse at How /
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