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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 /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Bringing Gamification to the Marketing Masses: We Know the Why, Here Is a Glympse at How // Shawn Enriques.
Author:	Enriques, Shawn,
Description:	1 electronic resource (226 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 86-06, Section: B.
Contained By:	Dissertations Abstracts International86-06B.
Subject:	Home economics. -
Online resource:	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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300 $a 1 electronic resource (226 pages)
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500 $a Advisors: Peterson, C. Mark; Price, Linda Committee members: Covin, Jeff; Minton, Elizabeth; Thunstrom, Linda.
502 $b Ph.D. $c University of Wyoming $d 2024.
520 $a 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.
546 $a English
590 $a School code: 0264
650 4 $a Home economics. $3 551902
653 $a Consumer loyalty
653 $a Gamification
653 $a Incentives
653 $a Leveling up
653 $a Motivation
653 $a Rewards
690 $a 0338
690 $a 0386
710 2 $a University of Wyoming. $b Management and Marketing. $e degree granting institution. $3 3818948
720 1 $a Peterson, C. Mark $e degree supervisor.
720 1 $a Price, Linda $e degree supervisor.
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791 $a Ph.D.
792 $a 2024
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