Publication
The feasibility of Gamified marketing for organizations and consumers
| datacite.subject.fos | Ciências Sociais | pt_PT |
| dc.contributor.advisor | Lopes, João | |
| dc.contributor.author | Rodrigues, Ivo | |
| dc.date.accessioned | 2021-07-29T17:55:43Z | |
| dc.date.available | 2023-05-05T00:30:29Z | |
| dc.date.issued | 2021-07-15 | |
| dc.date.submitted | 2021-05-10 | |
| dc.description.abstract | Gamification is a tool that has been receiving supporters from various areas. One of these areas is marketing, where the stake on gamified marketing actions has been growing exponentially. However, despite the growing interest on the subject, most of the available studies derived from academic samples which are focused on the user/ consumer perspective. Although there are studies that address the consumer perspective complemented by the organizational perspective, only few studies observe the viability of gamified marketing in more than one area of activity. This dissertation is based on the realization of two academic studies developed around the gamified marketing aspects experienced by companies and consumers. The perspective of consumers is based on a quantitative analysis, and complemented by the organizational perspective, based on qualitative data. From the results, it appears that most organizations already have basic knowledge to apply gamified marketing strategies, which are classified by most consumers as fun tool to establish contact with brands. Regarding to applicability in the Portuguese market, the primary objective of organizations (direct sales) does not always coincide with consumers (involvement). However, most of the observed experiences are classified as positive, supporting the deepening of the theme. From this dissertation, it was possible to conclude that the adoption of a gamified marketing strategy can represent a certain degree of risk for organizations, however, its strong acceptance by the public can result in significant gains in engagement and brand attitude. | pt_PT |
| dc.identifier.tid | 202748804 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.26/37248 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Marketing; Gamification; Engagement; Co-creation; Management | pt_PT |
| dc.title | The feasibility of Gamified marketing for organizations and consumers | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Gestão de Empresas | pt_PT |
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