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WorldCist'18 - 6th World Conference on Information Systems and Technologies

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The gamification systems application elements in the marketing perspective

Gamification could be a useful marketing technique that involves the use of game elements and design in real-life contexts. This study seeks to understand the gamification elements used to develop meaningful experiences, and relationships between organizations and their target market, increasing their engagement. The results obtained from the analysis of studies on gamification applications in business, education and health care sectors indicate that the different gamification elements can be applied in any sector of B2C market activity, creating value and competitive advantages. The various elements of gamification are tailored to the sectors of activity that require greater involvement with the target audience, as well as greater participation of consumers in the purchasing decision process, even in areas of activity whose products are commonly purchased, such as the coffee.

Nuno Teotónio
ISMAI - Instituto Universitário da Maia
Portugal

José Luís Reis
ISMAI - Instituto Universitário da Maia
Portugal

 

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