The Dark Side of Gamification in Interactive Marketing

Chitrakshi Bhutani and Abhishek Behl ()
Additional contact information
Chitrakshi Bhutani: Fortune Institute of International Business
Abhishek Behl: Management Development Institute

Chapter Chapter 40 in The Palgrave Handbook of Interactive Marketing, 2023, pp 939-962 from Springer

Abstract: Abstract Gamification has captivated people's interests from all walks of life, including marketing managers. Incorporating game mechanics in a non-gaming context like social media marketing, email marketing, customer relationship management, e-commerce, and mobile marketing enhances customer engagement and loyalty. However, every coin has two sides, and the buzzword gamification is no exception. Marketing scholars have extensively explored the positive aspects or bright sides of using a gamified approach to marketing; hitherto, its lesser attended side or dark side deserves attention. This chapter focuses on the dark side of using gamification in interactive marketing. The discussion of the dark side revolves around three key themes: Design-based challenges in gamification, Challenges in adopting gamified marketing solutions (pre-implementation, during implementation, and post-implementation), and User-based issues leading to lesser or no impact of gamification in the context of online marketing. The originality of the work lies in providing a framework describing the dark side of gamification in online marketing.

Keywords: Dark side; Gamification; Online marketing; Social media marketing (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:sprchp:978-3-031-14961-0_40

Ordering information: This item can be ordered from
http://www.springer.com/9783031149610

DOI: 10.1007/978-3-031-14961-0_40

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().