دانلود رایگان مقاله لاتینتوانایی تولید و بازاریابی موبایل از سایت الزویر
عنوان فارسی مقاله:
طراحی محتوای تبلیغات برای مواجهه با مصرف کنندگان: بازاریابی موبایل از طریق سرویس پیام کوتاه
عنوان انگلیسی مقاله:
Gamification and Mobile Marketing Effectiveness
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
Tetrad Gamification Elements
A widely acknowledged framework for designing games is the Elemental Tetrad Model proposed by Schell (2008). The model consists of four elemental design characteristics that interrelate and create a cognitive and affective ecosystem around the theme of a game — for example, competition, skill development, or enjoyment. We propose that these four elements are applicable to gamification. In Schell's view, all four elements must be carefully aligned to create player immersion and engagement. The first element, story, or the narrative format, provides context to a game and adds meaning to the consumption experience. Mechanics, the second element, refers to rules and structural aspects of games and is concerned with how success is recognized by reward, incentive structures, and game levels. Game mechanics enable players to know how to maneuver through the game and to form an impression of what is expected and rewarded at hierarchical game levels. The mechanics enable a game dynamic that in turn creates a specific user experience (Huotari and Hamari 2012). Third, aesthetics, or the look and feel of a game, instill games with a sense of purpose and strengthen the development of the storyline. For many games, a focus on visual imagery and presentation is important to creating an immersive experience, although other senses may come into play. Finally, technology pertains to how the medium, in our case the mobile platform, shapes the game experience. For instance, the fact that a mobile device is in effect a networked computer creates opportunities for interactivity and dynamic game play. The tetrad framework provides an integrated approach to gamification by linking the various elements of game-like experiences. For instance, an experience falling short of player expectations may be attributed to aesthetics that are not optimally aligned with the story, technology that does not adequately support feedback, or incentive structures (mechanics) that fail to engage players. In the following, we work through each element of the tetrad and propose moderating relationships between tetrad elements and product and consumer factors. Design Element 1: Story Most companies recognize the importance of storytelling as a persuasion strategy but have limited understanding of how the story element in (mobile) games can be effectively used for marketing purposes. Research on narrative transportation (e.g., van Laer et al. 2014) provides important insights into the importance of the story. Narrative transportation refers to “a convergent process, in which all of the person's mental systems and capabilities become focused on the events occurring in the narrative” (Green and Brock 2000, p. 701). Van Laer et al. (2014) argue that this process consists of three steps. First, it is important that the receiver focuses attention on the development of the story and analyzes it. Subsequently, narrative transportation is achieved through two components: mental imagery and empathy. Whereas mental imagery signifies that a story receiver imagines that she is part of the story, empathy reflects the receiver's attempt to understand and relate to the story character. Taken together, these two components create the “suspension of disbelief” that transports one into the story of the game. In effect, narrative transportation results when the player is psychologically “lost” in that story. Stories provide relevance and meaning to the player experience, provide context for the application of tasks, and guide action. Building a narrative means answering questions such as the following: What is the setting? Who is the hero? What can the hero achieve? Approaching mobile gamification from the perspective of storytelling holds the promise of enhanced persuasion. When transported, players tend to be less aware of their own beliefs, attitudes, and intentions as they become engrossed in how the story in the game unfolds. This phenomenon is in contrast to analytical or fact-based persuasion, in which people are inclined to draw on prior beliefs (Petty, Cacioppo, and Schumann 1983). Consequently, narrative transportation “may lead to at least temporary acceptance of values and beliefs that represent a shift from the individual's existing beliefs” (Slater and Rouner 2002, p. 177), suggesting that the right story element can make game-associated advertising more effective.
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کلمات کلیدی:
Gamification and Mobile Marketing Effectiveness | Flow (Psychology ... https://www.scribd.com/document/.../Gamification-and-Mobile-Marketing-Effectiven... Gamification and Mobile Marketing Effectiveness - Download as PDF File (.pdf), Text File (.txt) or read online. mobile marketing gamification. 58. Gamification and Mobile Marketing Effectiveness - 中文 en.ahau.findplus.cn/n_index_findplus_en.php?h=articles&db... Translate this page Our sense from both personal experience and the literature is that the gamified mobile apps currently offered by firms mostly miss the mark. We provide a systematic overview of game design and note how principles derived from that field are highly applicable to gamification in mobile marketing settings. We are aided by the ... [PDF]Gamification is the key to mobile customer engagement - 3radical www.3radical.com/wp-content/uploads/.../3radical-WP-Gamification-is-the-key-.pdf This paper explores how Brands can enhance engagement with consumers to maximise the effectiveness of the mobile channel, drive brand loyalty and incremental improvements to customer lifetime value, whilst still maximising the effectiveness of their marketing spend. We discover certain tasks and activities that people ...
