ENTERPRISE GAMIFICATION IN BUSINESS TO CONSUMER (B2C) ENGAGEMENT MODEL

Gabriel Jipa and Irinel Marin

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2014, vol. 8, issue 1, 489-496

Abstract: Organisations are constanltly looking for ways to innovate and provide a differentiated client experience. With the explosive adoption of new technologies driven by disrupting factors as social networking, crowd generated content, cloud and mobile a new system of engagement was created, leveraging gamification concepts. Applying game mechanics and design elements to non-gaming contexts brings a new model of engagement that increases the point of interraction stickiness and quality of engagement. The current study investigates the influence of Gamification within the Placement (Distribution, Marketing Mix) using the Technology Acceptance Model at conceptual level. The proposed theory may be tested using an experiment or questionnaire study. Also the paper list few practical examples of applying gamification in various industries.The proposed model offers enterprises a tactical tool to increase the channel interraction and customer engagement, to realise expected benefits by adding gamification capabilities to existing value chain.

Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:8:y:2014:i:1:p:489-496

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