MARC details
| 000 -LEADER |
|---|
| fixed length control field |
04299nam a22002537a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20250503112130.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
250503b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781032694177 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8 |
| Item number |
GUP |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Marketing and gamification: |
| Remainder of title |
applications, challenges, and ethics |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Name of publisher, distributor, etc. |
Routledge |
| Place of publication, distribution, etc. |
New York |
| Date of publication, distribution, etc. |
2025 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxviii, 248 p. |
| 365 ## - TRADE PRICE |
|---|
| Price type code |
GBP |
| Price amount |
135.00 |
| 490 ## - SERIES STATEMENT |
|---|
| Series statement |
Routledge Studies in Marketing |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Table of contents:<br/>Foreword<br/><br/>Pratik Modi <br/><br/>Preface<br/><br/>Acknowledgement<br/><br/>Part 1: Understanding gamification from a marketing perspective<br/><br/>1. Gamification as a Strategic Move: Redefining Storytelling through a Unique Medium<br/><br/>Agung Prasetyo Wibowo, Reni Diah Kusumawati, and Vikas Kumar<br/><br/>2. Role of Gamification in Crowdsourcing<br/><br/>Gesty Ernestivita, Vikas Kumar, and Tiara Nuranisah<br/><br/>Part 2: Gamification as an influencer for consumer behavior and engagement<br/><br/>3. Gamification as an influencer for Consumer Behaviour and engagement<br/><br/>Dr. Aparna Tembulkar<br/><br/>4. Effects of Gamification on Brand Engagement of Toy Brands: First Cry and Hamleys<br/><br/>Ms. Shweta Katyal, Dr. Ruhi Lal, and Prof. (Dr.) Ravinder Rena<br/><br/>5. Gamification and Online Shopping Experience: A Systematic Literature Review<br/><br/>Dr. Ritu Yadav and Dr. Chand Prakash<br/><br/>Part 3: Gamification and branding<br/><br/>6. Impact of Customer Engagement and Brand Love through Gamification and Brand Love on Online Travel Agencies (OTA)<br/><br/>Dr Garima Malik, Dr Sunetra Saha, and Dr Arpita Srivastava<br/><br/>7. Gamification Stimulates Customer E-Purchase Intention: A Conceptual Analysis<br/><br/>Dr. Jaspreet Kaur and Dr. Kajal Puri<br/><br/>Part 4: Gamification and specific marketing domains<br/><br/>8. The Effect of Gamification on Virtual Tourist Experiences in the Tourism Industry<br/><br/>Ishani Sharma and Arun Aggarwal<br/><br/>9. Role of Gamification in Influencer Marketing: Studying the Mediating Role of Utilitarian, Hedonic, & Attitude On E-WOM<br/><br/>Dr. Pinnika Syam Yadav, Dr. Rajshekar Reddy Pothireddy, and Dr. Mithilesh Pandey<br/><br/>10. Gamified Communication in Social Media for Brand Advocacy of Start-Ups<br/><br/>Ms. Radhika Baidya, Prof. (Dr.) Dharmendra Kumar, and Dr. Daniel Omer Livvarcin<br/><br/>11. Gamification Strategies for Enhancing Sustainability Marketing: Engaging Consumers in Eco-Friendly Behaviors<br/><br/>Dr. Md Faiz Ahmad, Dr. Mohd Danish Kirmani, and Dr. Md Asadul Haque<br/><br/>12. Ethical Dilemmas in Gamified Marketing Approaches<br/><br/>Lipsa Das, Dr.T.S.Poornachandrika, and Dr. Deepshikha Bhargava<br/><br/>[https://www.routledge.com/Marketing-and-Gamification-Applications-Challenges-and-Ethics/Gupta-Nagina-Paruthi-Gupta/p/book/9781032694177] |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
Gamification plays a major role in individual and business decision-making in today’s digital era, remarkably changing the way businesses perform basic functions. Gamification techniques can be applied to a variety of marketing activities to help marketers create a more immersive and interactive experience for their customers, by leveraging elements such as points, badges, leaderboards, challenges, quizzes, sweepstakes, and rewards to encourage desired behaviors, foster engagement, and build a sense of community around a brand or product.<br/><br/>In this book, international academicians and researchers will discuss the influence and potential of gamification on marketing management dynamics. This edited collected investigates why the use of gamification in marketing is vital to enhance the customer base and increase revenue, whilst also critically exploring the dark side of gamification and ethical issues. Chapters cover various marketing domains, including tourism marketing, social marketing and sustainable marketing, to provide a comprehensive resource on this emerging area.<br/><br/>This volume will be an essential resource for scholars researching and teaching across marketing, as well as innovation, technology, and business ethics.<br/><br/>(https://www.routledge.com/Marketing-and-Gamification-Applications-Challenges-and-Ethics/Gupta-Nagina-Paruthi-Gupta/p/book/9781032694177) |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Gamification |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Gupta, Sahil [Editor] |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Razia Nagina [Editor] |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Paruthi, Mandakini [Editor] |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Gupta, Gaurav [Editor] |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Book |
| Source of classification or shelving scheme |
Dewey Decimal Classification |
