Мотивацията през призмата на игровизацията, приложена в сферата на маркетинга

Автори:
Страници: 148-156

Резюме:

Many companies have incurred enormous losses under the conditions of social isolation caused by the measures adopted for limiting the spread of the SARS-CoV-2 virus that were introduced over the past year and the problems related to the change in lifestyle, shopping and communication. The need to search for new possibilities and to completely overhaul marketing strategies draws the attention of marketing experts to gamification tools. This paper examines the potential of gamification to alter user behaviour and motivation towards attaining important marketing goals. Studies in the fields of psychology and sociology on the impact of a range of motivators (internal and external) of human behaviour can also be applied to the field of gamification. The search for short- and long-term marketing solutions involves good knowledge of users, of what motivates them, and what response range may be expected at the conscious and subconscious levels. Using a suitable communication environment and the creation of conditions to conduct normal communication is a decisive factor for the correct deciphering of user-provided information. Modern-day users actively utilise the opportunities furnished by the digital environment and constantly search for new possibilities to facilitate their daily chores. Maintaining competitiveness requires the use of the digital environment and correct application of marketing gamification to enhance the effect on users and aid the change in users’ routines, behaviour, and brand attitude.

Ключови думи:

marketing; gamification; motivation; behaviour; customers.

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