Marketing and Gamification

In this book, international academicians and researchers will discuss the influence and potential of gamification on marketing management dynamics.

Foreword Preface Acknowledgement Part 1: Understanding gamification from a marketing perspective 1. Gamification as a Strategic Move: Redefining Storytelling through a Unique Medium 2. Role of Gamification in Crowdsourcing Part 2: Gamification as an influencer for consumer behavior and engagement 3. Gamification as an influencer for Consumer Behaviour and engagement 4. Effects of Gamification on Brand Engagement of Toy Brands: First Cry and Hamleys 5. Gamification and Online Shopping Experience: A Systematic Literature Review Part 3: Gamification and branding 6. Impact of Customer Engagement and Brand Love through Gamification and Brand Love on Online Travel Agencies (OTA) 7. Gamification Stimulates Customer E-Purchase Intention: A Conceptual Analysis Part 4: Gamification and specific marketing domains 8. The Effect of Gamification on Virtual Tourist Experiences in the Tourism Industry 9. Role of Gamification in Influencer Marketing: Studying the Mediating Role of Utilitarian, Hedonic, & Attitude On E-WOM 10. Gamified Communication in Social Media for Brand Advocacy of Start-Ups 11. Gamification Strategies for Enhancing Sustainability Marketing: Engaging Consumers in Eco-Friendly Behaviors 12. Ethical Dilemmas in Gamified Marketing Approaches