The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Gamification and Advergaming: An Overview of the Innovative Brain Tool in the Field of Advertising
|
|
Author(s): Aanchal Aggarwal (Vivekananda Institute of Professional Studies, India)and Nupur Arora (Vivekananda Institute of Professional Studies, India)
Copyright: 2019
Pages: 13
Source title:
Application of Gaming in New Media Marketing
Source Author(s)/Editor(s): Pratika Mishra (Presidency University Bangalore, India)and Swati Oberoi Dham (New Delhi Institute of Management, India)
DOI: 10.4018/978-1-5225-6064-7.ch002
Purchase
|
Abstract
This chapter will expound on the concept of gamification and its adoption by various brands. It will be focusing on advergaming, which is one of the very famous applications of gamification. The chapter will elucidate the various launch details of advergaming applications by various firms and brand websites including online games, social network sites, and interactive digital television. It will also discuss the techniques underlying gamification, which include game mechanics and game dynamics, which will also reveal the impact of advergaming on consumer engagement and decision making to buy a product or not and also the benefits to the brand site. The chapter will also explain the techniques and strategies of advergaming used by various product websites nationally and internationally and their effect on consumers and the product or brand websites.
Related Content
|
Ricardo Alexandre Peixoto de Queiros, Mário Pinto, Alberto Simões, Carlos Filipe Portela.
© 2023.
13 pages.
|
|
Preety Khatri.
© 2023.
17 pages.
|
|
Mehmet Kosa, Ahmet Uysal, P. Erhan Eren.
© 2023.
31 pages.
|
|
Kaila Goode, Sheri Vasinda.
© 2023.
22 pages.
|
|
Helena Martins, Artemisa Dores.
© 2023.
21 pages.
|
|
Ali Ben Yahia, Sihem Ben Saad, Fatma Choura Abida.
© 2023.
15 pages.
|
|
Baris Atiker.
© 2023.
23 pages.
|
|
|