Grywalizacja jako narzędzie zarządzania zaangażowaniem konsumenta
Gamification as a Management Tool of the Consumer Involvement
Author(s): Iwona CzerskaSubject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: gamification; loyalty program; urban game
Summary/Abstract: The objective if the article is an attempt to apprehend the essence of gamification as a management tool of the consumer involvement. The used research methodology is the analysis of literature and websites presenting gamification programs. Gamification application areas are discussed. Examples of gamification programs in various industries are presented.
Journal: Marketing i Zarządzanie
- Issue Year: 45/2016
- Issue No: 4
- Page Range: 279-286
- Page Count: 8
- Language: Polish