Gamification has rapidly become a trend in the marketing field. Some marketers think of gamification as a new name for old marketing tools or as a new way of exploiting customers. In contrast, others regard it as a valid way to improve the value of...
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...
Gamification has become a fast-emerging practice in the business world, with a growing number of organizations adopting gaming techniques and game-style rewards in order to increase customer engagement (Yang et al, 2017). The term gamification first appeared in 2008 (Deterding et al. 2011) and has...