 Global Customer Engagement through Gamified Mobile Apps (A Case of the Smytten App)S. Veeramangala and V. Srikanth Chapter 10 in Gamification and Global Business Management:Mapping the Future, 2025, pp 229-257 from World Scientific Publishing Co. Pte. Ltd. Abstract: Gamification is an excellent corporate tool for addressing various kinds of business challenges. Customer engagement is one such obstruction. Marketers are attempting to adapt to the social dynamics of contemporary consumer behavior, which is continuously changing. Gamification can be a useful strategy to achieve the goal of creating a connection between brands and consumers. Good marketing relies less and less on giving away free products and focuses more on engaging customers in meaningful ways.Gamification is an interactive marketing technique that uses game-like features to promote sales and engage consumers. This chapter examines the strategies employed by the Smytten App to encourage consumers to make a purchase and engage them in the subsequent purchase process, thereby increasing its share of the wallet. Keywords: Gamification; Dark Side; Ethics; Privacy; Health; Consumer Behaviour; Fintech (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:wsi:wschap:9789819801541_0010 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd. |
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