Gamification and Mobile Marketing Effectiveness

Journal of Interactive Marketing, Forthcoming

36 Pages Posted: 1 May 2015 Last revised: 15 Dec 2015

See all articles by Charles Hofacker

Charles Hofacker

Florida State University

Ko de Ruyter

Maastricht University - Department of Marketing & Supply Chain Management

Nicholas H. Lurie

University of Connecticut School of Business

Puneet Manchanda

University of Michigan, Stephen M. Ross School of Business

Jeff Donaldson

Gamestop, Inc.

Date Written: December 14, 2015

Abstract

Retailing and other business sectors have been buffeted by the diffusion of mobile technology. Millennials, in particular, consider such technology indispensable and have lately been using it for gaming applications. In order to thrive in the new mobile and game centric world, retailers will need to adapt and leverage mobile game-like applications using the process known as gamification. Our own sense is that the gamified interfaces currently offered by firms mostly miss the mark. We provide a systematic overview of game design and point out how principles derived from that field are highly applicable to gamified retail apps as well as to other firm offerings with game like elements. We are aided in our systematic approach by the work of Schell (2008) whose Elemental Game Tetrad Model allows us to offer a coherent look at the gamification antecedents of its psychological and marketing outcomes.

Keywords: Mobile Markets, Gamification, Game Design, Mobile Marketing

JEL Classification: L80, L96, M31, M37

Suggested Citation

Hofacker, Charles and Ruyter, Ko de and Lurie, Nicholas H. and Manchanda, Puneet and Donaldson, Jeff, Gamification and Mobile Marketing Effectiveness (December 14, 2015). Journal of Interactive Marketing, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2600856 or http://dx.doi.org/10.2139/ssrn.2600856

Charles Hofacker (Contact Author)

Florida State University ( email )

Tallahasse, FL 32306
United States

Ko de Ruyter

Maastricht University - Department of Marketing & Supply Chain Management ( email )

Endepolsdomein 150
Maastricht, Limburg 6201 BE
Netherlands

Nicholas H. Lurie

University of Connecticut School of Business ( email )

Storrs, CT CT - Connecticut 06269
United States

HOME PAGE: http://www.business.uconn.edu/person/nicholas-lurie/

Puneet Manchanda

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States
734-936-2445 (Phone)
734-936-8716 (Fax)

Jeff Donaldson

Gamestop, Inc. ( email )

625 Westport Pkwy
Grapevine, TX 76051

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