Marketing and gamification: applications, challenges, and ethics

Contributor(s):

Material type: Text

TextSeries: Routledge Studies in MarketingPublication details: Routledge New York 2025Description: xxviii, 248 pISBN:

9781032694177

Subject(s):

DDC classification:

658.8 GUP

Summary: 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. 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. This volume will be an essential resource for scholars researching and teaching across marketing, as well as innovation, technology, and business ethics. (https://www.routledge.com/Marketing-and-Gamification-Applications-Challenges-and-Ethics/Gupta-Nagina-Paruthi-Gupta/p/book/9781032694177)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 GUP (Browse shelf(Opens below))	1	Available		008515

Table of contents:
Foreword

Pratik Modi

Preface

Acknowledgement

Part 1: Understanding gamification from a marketing perspective

1. Gamification as a Strategic Move: Redefining Storytelling through a Unique Medium

Agung Prasetyo Wibowo, Reni Diah Kusumawati, and Vikas Kumar

2. Role of Gamification in Crowdsourcing

Gesty Ernestivita, Vikas Kumar, and Tiara Nuranisah

Part 2: Gamification as an influencer for consumer behavior and engagement

3. Gamification as an influencer for Consumer Behaviour and engagement

Dr. Aparna Tembulkar

4. Effects of Gamification on Brand Engagement of Toy Brands: First Cry and Hamleys

Ms. Shweta Katyal, Dr. Ruhi Lal, and Prof. (Dr.) Ravinder Rena

5. Gamification and Online Shopping Experience: A Systematic Literature Review

Dr. Ritu Yadav and Dr. Chand Prakash

Part 3: Gamification and branding

6. Impact of Customer Engagement and Brand Love through Gamification and Brand Love on Online Travel Agencies (OTA)

Dr Garima Malik, Dr Sunetra Saha, and Dr Arpita Srivastava

7. Gamification Stimulates Customer E-Purchase Intention: A Conceptual Analysis

Dr. Jaspreet Kaur and Dr. Kajal Puri

Part 4: Gamification and specific marketing domains

8. The Effect of Gamification on Virtual Tourist Experiences in the Tourism Industry

Ishani Sharma and Arun Aggarwal

9. Role of Gamification in Influencer Marketing: Studying the Mediating Role of Utilitarian, Hedonic, & Attitude On E-WOM

Dr. Pinnika Syam Yadav, Dr. Rajshekar Reddy Pothireddy, and Dr. Mithilesh Pandey

10. Gamified Communication in Social Media for Brand Advocacy of Start-Ups

Ms. Radhika Baidya, Prof. (Dr.) Dharmendra Kumar, and Dr. Daniel Omer Livvarcin

11. Gamification Strategies for Enhancing Sustainability Marketing: Engaging Consumers in Eco-Friendly Behaviors

Dr. Md Faiz Ahmad, Dr. Mohd Danish Kirmani, and Dr. Md Asadul Haque

12. Ethical Dilemmas in Gamified Marketing Approaches

Lipsa Das, Dr.T.S.Poornachandrika, and Dr. Deepshikha Bhargava

[https://www.routledge.com/Marketing-and-Gamification-Applications-Challenges-and-Ethics/Gupta-Nagina-Paruthi-Gupta/p/book/9781032694177]

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.

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.

This volume will be an essential resource for scholars researching and teaching across marketing, as well as innovation, technology, and business ethics.

(https://www.routledge.com/Marketing-and-Gamification-Applications-Challenges-and-Ethics/Gupta-Nagina-Paruthi-Gupta/p/book/9781032694177)

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