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Marketing and Gamification: Applications, Challenges, and Ethics book cover

1st Edition

Marketing and Gamification Applications, Challenges, and Ethics

Edited By Sahil Gupta, Razia Nagina, Mandakini Paruthi, Gaurav Gupta Copyright 2025
278 Pages 18 B/W Illustrations
by Routledge

278 Pages 18 B/W Illustrations
by Routledge

278 Pages 18 B/W Illustrations
by Routledge
Also available as eBook on:
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,... Read more

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

Biography

Sahil Gupta is Associate Professor at the Jaipuria School of Business, Ghaziabad, Uttar Pradesh, India, and Guest Associate Professor at UCSI University, Kuala Lumpur, Malaysia.

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

Mandakini Paruthi is Assistant Professor at IBS Hyderabad, IFHE University, Hyderabad, Telangana, India.

Gaurav Gupta is Assistant Professor at Amity University, Greater Noida, Uttar Pradesh, India.

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