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Publication
A influência da gamificação na experiência publicitária digital da geração Z
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| 5.96 MB | Adobe PDF |
Authors
Abstract(s)
Esta investigação procurou compreender como a Geração
Z perceciona e interpreta a publicidade digital que recorre
à gamificação, explorando os significados atribuídos a
diferentes elementos de design de jogo. O estudo adotou
uma abordagem qualitativa assente em três versões de um
anúncio publicitário: uma versão tradicional e duas versões
gamificadas, sendo a última ajustada após a realização de
sete entrevistas com especialistas. A recolha de dados
envolveu dezasseis participantes da Geração Z,
distribuídos por três focus groups. A análise temática
permitiu identificar que a publicidade gamificada é
descrita como mais memorável, apelativa e interativa,
associada a experiências de maior atenção, interesse e
predisposição para partilha quando comparada com
formatos publicitários tradicionais. Elementos como
progressão, recompensas simbólicas, estética interativa e
narrativas dinâmicas emergiram como dimensões
valorizadas pelos participantes na sua experiência de
envolvimento com a publicidade gamificada. O estudo
evidenciou ainda quatro riscos associados à utilização de
anúncios gamificados: a saturação de estímulos, a perceção
de artificialidade, a dispersão da atenção e a perda de
autenticidade da marca. Os resultados contribuem para a
literatura ao aprofundar a compreensão da relação entre
gamificação e publicidade digital, bem como ao fornecer
implicações práticas para profissionais de marketing e
publicidade na criação de experiências específicas para a
Geração Z.
This research aimed to understand how Generation Z perceives and interprets digital advertising that uses gamification, exploring the meanings attributed to different game design elements. The study adopted a qualitative approach based on three versions of an advertisement: a traditional version and two gamified versions, the latter being adjusted after seven interviews with experts. Data collection involved sixteen Generation Z participants, distributed across three focus groups. Thematic analysis identified that gamified advertising is described as more memorable, appealing, and interactive, associated with experiences of greater attention, interest, and willingness to share when compared to traditional advertising formats. Elements such as progression, symbolic rewards, interactive aesthetics, and dynamic narratives emerged as dimensions valued by participants in their experience of engagement with gamified advertising. The study also highlighted four risks associated with the use of gamified ads: stimulus saturation, perception of artificiality, attention dispersion, and loss of brand authenticity. The results contribute to the literature by deepening the understanding of the relationship between gamification and digital advertising, as well as providing practical implications for marketing and advertising professionals in creating specific experiences for Generation Z.
This research aimed to understand how Generation Z perceives and interprets digital advertising that uses gamification, exploring the meanings attributed to different game design elements. The study adopted a qualitative approach based on three versions of an advertisement: a traditional version and two gamified versions, the latter being adjusted after seven interviews with experts. Data collection involved sixteen Generation Z participants, distributed across three focus groups. Thematic analysis identified that gamified advertising is described as more memorable, appealing, and interactive, associated with experiences of greater attention, interest, and willingness to share when compared to traditional advertising formats. Elements such as progression, symbolic rewards, interactive aesthetics, and dynamic narratives emerged as dimensions valued by participants in their experience of engagement with gamified advertising. The study also highlighted four risks associated with the use of gamified ads: stimulus saturation, perception of artificiality, attention dispersion, and loss of brand authenticity. The results contribute to the literature by deepening the understanding of the relationship between gamification and digital advertising, as well as providing practical implications for marketing and advertising professionals in creating specific experiences for Generation Z.
Description
Keywords
Gamificação Publicidade digital Geração Z Experiência de marca Envolvimento Redes sociais