OPPORTUNITIES OF GAMEWORKING IN INTERACTIVE ONLINE COMMUNICATIONS BETWEEN AGRICULTURAL PRODUCERS AND CONSUMERS OF THEIR PRODUCTS

Zdravka Koleva ()
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Zdravka Koleva: St. Cyril and St. Methodius University of Veliko Tarnovo

AGRIBUSINESS AND RURAL AREAS - ECONOMY, INNOVATION AND GROWTH 2021 CONFERENCE PROCEEDINGS, 2021, issue 1, 192-201

Abstract: The elements and mechanics introduced by the games are accepted for the gameplay, in a context different from the game one. Researchers find great potential in its implementation, but also take into account the need for training and building a code of ethics in its planning and implementation. Extremely vulnerable are the groups of vegetable growers, producers of fruits, herbs, spices, etc., who face new challenges related to the need to reach quickly and in a very short period of time to a large number of consumers in order to maintain a competitive price. This requires the use of new approaches to communication and motivation of desired behaviour by consumers. By playing games, some of the difficulties can be overcome, but without state support it is possible to deepen other problems, which will lead to the bankruptcy of young unfortified businesses. The purpose of the report is to indicate the possibilities of gamification to increase the commitment to the activities of domestic producers, solidarity with their efforts through awareness of the importance of consuming food products produced with minimal or no harmful preparations, encouraging the frequency of buying from a manufacturer or site, and other. Gaming can be an extremely powerful tool that should be used to motivate behaviour that joins a common cause - maintaining and restoring small and medium-sized businesses engaged in the agricultural sector.

Keywords: agribusiness; gamification; producer; small and medium business (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:vra:pr2106:y:2021:i:1:p:192-201

DOI: 10.36997/ARA2021.192

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