engleski

UTILIZING GAMIFICATION CONCEPT IN DIGITAL MARKETING: AN OVERVIEW OF RECENT RESEARCH EFFORTS

Gamification usually refers to the utilization of game design principles and game mechanisms in non- game contexts in order to drive a specific desired behavior. This concept has relatively recently sparked both academic and professional interest. In the last ten-odd years, gamification principles have been used successfully in many fields and lines of work: education and e-learning, human-computer interaction, information studies, health, psychology, consumer behavior, tourism and many others. In a broader sense of the concept, gamified ideas have been in use for decades despite the fact that the terminology is of a more recent date. In theory, primary gamification goals align with the goals of fundamental marketing philosophy. Its utilization has also become popular in the internet information space and platforms related to digital marketing for various goals, especially for increasing user engagement. The aim of this paper is to explore conducted research and studies of gamification concept applied in the wider context of digital marketing. The research overview illustrates the main areas of gamification utilization and its use efficiency in various settings and scenarios. In addition, the paper aims to provide a foundation for comprehensive future research activities. The implications of these findings are valuable as the explored gamification mechanisms have virtually limitless fields of application but are still unjustifiably and insufficiently researched.

gamification, user behavior, user engagement, digital marketing, research overview

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