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Let's Play. Gamification als Marketinginstrument und Schlüssel zum Unternehmenserfolg?: Explorative Tagebuchstudie zur Analyseverhaltenswissenschaftlicher Wirkungszusammenhänge bei Gamification

Let's Play. Gamification als Marketinginstrument und Schlüssel zum Unternehmenserfolg?: Explorative Tagebuchstudie zur Analyseverhaltenswissenschaftlicher Wirkungszusammenhänge bei Gamification

          
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About the Book

Masterarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Bergische Universität Wuppertal, Sprache: Deutsch, Abstract: Gamification wird in der Praxis zunehmend als Mittel beteuert, diesen genannten Herausforderungen entgegenzuwirken und neue, engagierende Lösungen für Konsumenten zu schaffen. Der Einsatz von Spielelementen in spielfremden Zusammenhängen soll es Unternehmen ermöglichen, über die Generierung positiver Erlebnisse gewünschte Verhaltensweisen bei Konsumenten herbeizuführen und diese langfristig und nachhaltig zu loyalen Markenbotschaftern zu befördern. Befürworter sehen das Potenzial vor allem darin, dass durch Spielmechanismen bedingte Motivationswirkungen auf spielfremde Bereiche übertragen werden können. Es wird prognostiziert, dass bis zum Jahr 2020 Gamification in mehr als 85% aller tagtäglichen Aktivitäten integriert sein wird. Das Potenzial von Gamification stützt sich dabei auf die enorme Bedeutung des Spiels im menschlichen Leben. "Games are the only force in the universe that can get people to take actions that are against their self-interest, but in a predictable way", meint Gamification-Experte Gabe Zichermann. Einer repräsentativen Studie zufolge spielt über 42% der deutschen Bevölkerung regelmäßig Computer- oder Videospiele, wovon 81% in der Altersklasse von 14 bis 29 Jahren repräsentiert werden. Das Niveau an Engagement, welches durch Spiele erreicht werden kann, ist daher für viele Unternehmen heutzutage wünschenswert. Ob der Einsatz von Gamification tatsächlich den neuen Anforderungen an das unternehmerische Marketing gerecht werden und nachhaltig die Loyalität von Kunden erreichen kann, bildet den Gegenstand dieser Arbeit.


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Product Details
  • ISBN-13: 9783668284791
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3668284792
  • Publisher Date: 05 Sep 2016
  • Height: 210 mm
  • No of Pages: 74
  • Series Title: German
  • Weight: 109 gr


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Let's Play. Gamification als Marketinginstrument und Schlüssel zum Unternehmenserfolg?: Explorative Tagebuchstudie zur Analyseverhaltenswissenschaftlicher Wirkungszusammenhänge bei Gamification
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Let's Play. Gamification als Marketinginstrument und Schlüssel zum Unternehmenserfolg?: Explorative Tagebuchstudie zur Analyseverhaltenswissenschaftlicher Wirkungszusammenhänge bei Gamification
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