Employing Gamification Methods to Increase Customer Engagement in Digital Marketing
Gowtham Ashirvad Kumar1, A. Ravi Kumar2
1Gowtham Ashirvad Kumar, Department of MBA, Bharath Institute of Higher Education and Research, Chennai (Tamil Nadu), India.
2Dr. A. Ravi Kumar, Department of THM, Bharath Institute of Higher Education and Research, Chennai (Tamil Nadu), India.
Manuscript received on 18 August 2019 | Revised Manuscript received on 09 September 2019 | Manuscript Published on 17 September 2019 | PP: 869-872 | Volume-8 Issue-2S8 August 2019 | Retrieval Number: B13660882S819/2019©BEIESP | DOI: 10.35940/ijrte.B1366.0882S819
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: As “Gamification” quickly becomes a hot topic across industries and academia, it deserves more thorough study through qualitative and quantitative research. There was a definite feeling of infancy of gamification, be it the definition of gamification or the effectiveness of gamification. This document provides a survey of this recent phenomenon of “gamification”: a concept that has been applauded as a “game changing layer” and derided as a “useless buzzword”. It provides a comparative review of different schools of thoughts on the effectiveness of applying game mechanics to non-game contexts. Both industry implementations and academic research is reviewed and analyzed. Most of gamification thought leaders agree that the current state of gamification is mainly focus on extrinsic rewards. While some see the bigger potentials of sustainable gamification with deeper researches in the intrinsic rewards from good game designs.
Keywords: Internet, Marketing, Digitization, Digital Marketing.
Scope of the Article: Marketing and Social Sciences