文章基本信息

标题：The Use of Gamification in Events Marketing
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作者：Daniel Moise ; Anca Francisca Cruceru
期刊名称：International Journal of Economic Practices and Theories
印刷版ISSN：2247-7225
出版年度：2014
卷号：4
期号：2
页码：185-190
语种：English
出版社：International Journal of Economic Practices and Theories
摘要：Marketers have not only the task to attract stakeholders to participate in the events that they organize, but also make them adopt the behavior that the company wants. In order to achieve this, a new form of strategy is used, that is gamification. Gamification can be used both in the management of motivating the employees and on customers, partners such as distributors and suppliers, in order to increase the involvement of the attendees at different kinds of events, whether we talk about pre event, during or post event, only to attract the attention and retention of the participants, to generate the desired behavior, at the same time to reach the objectives set for the events. Through this article we want to show the benefits of using gamification in events marketing and also to establish what specific strategies of gamification should be used according to the type of event, to reach the maximum potential of these strategies by taking into account the participants’ structure and profile.
关键词：Marketing;gamification, events marketing, social media networks;M31