Experiential Marketing, Interactivity and Gamification — Differences and Similarities Among the World-Trends

Pacsi Diána () and Szabó Zoltán ()
Additional contact information
Pacsi Diána: Szent István University, Phd Student
Szabó Zoltán: Budapest Business School University of Applied Sciences

Marketing of Scientific and Research Organizations, 2018, vol. 30, issue 4, 115-136

Abstract: Experimental, also known as experience marketing, interactivity, gamification. These three terms became very popular in the past years, by 2018, they set up the the main guidelines of marketing trends but the terms are not all novel. The philosophers, psychologists, sociologist and marketing specialists have been dealing with the impacts of experiences and reactions on human nature.This study is going to try to explore the relationship and relationships between the three terms more deeply. Before the final conclusions were drawn, three things had to be studied: what is experience, what interactivity means and what is the meaning of gamification. At the end of the article, a comprehensive picture the 3 main phenomenon emerges. The aforementioned terms often collapse, therefore sometimes it is hard to draw the real reports from the many literatures. To find out the answer, psychology had been called for help, which provided a precise point of reference for information processing.

Keywords: experiental marketing; interactivity; gamification; gamified marketing; marketing strategy (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.14611/minib.30.12.2018.16 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:30:y:2018:i:4:p:115-136:n:7

DOI: 10.14611/minib.30.12.2018.16

Access Statistics for this article

Marketing of Scientific and Research Organizations is currently edited by Witold Wiśniowski

More articles in Marketing of Scientific and Research Organizations from Sciendo
Bibliographic data for series maintained by Peter Golla ().