1st Edition

Marketing and Gamification Applications, Challenges, and Ethics

    268 Pages 18 B/W Illustrations
    by Routledge

    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.


    Pratik Modi 



    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


    Sahil Gupta is Associate Professor at the Jaipuria School of Business, India, and Guest Associate Professor at UCSI Malaysia.

    Razia Nagina is Associate Professor at Lovely Professional University's Mittal School of Business, India.

    Mandakini Paruthi is Assistant Professor at School of Management Studies, Chaitanya Bharathi Institute of Technology, India.

    Gaurav Gupta is Assistant Professor at Amity University, India.