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Abstract(s)
A temática da ludificação tem sido amplamente explorada nestes últimos anos. Uma prova desse interesse passa pela crescente publicação de artigos académicos e o aumento de casos de sucesso da aplicação do conceito (Hamari, J., Koivisto, J., e Sarsa, H., 2014). Ao tratar-se de uma tendência recente no mercado, adotada por marcas como meio de incentivar o envolvimento, motivar e aumentar o nível de retenção dos consumidores em variadas ações através da implementação de elementos característicos de jogos (Fitz-Walter, Z., Tjondronegro, R. W., e Wyeth, P., 2011). Assim, esta investigação foca-se no estudo da estratégia de ludificação aplicada ao marketing relacional e procura compreender que benefícios para as marcas ao recorrerem à mesma para criarem experiências marcantes e relacionamentos duradouros com os respetivos consumidores.
Dada a natureza exploratória do estudo, e tomando por base uma abordagem interpretativista, foram conduzidas várias entrevistas semiestruturadas junto de profissionais na área da ludificação em Portugal e realizado um estudo de caso sobre a plataforma online “Worten Game Ring”. Os resultados sugerem uma recetividade gradual por parte do mercado a este tipo de estratégia, dada a efetiva capacidade de criação de valor junto das marcas, mas um atraso na forma como está a ser aplicada (quando comparado com casos internacionais). A isso está associado não só um desconhecimento generalizado do que é a estratégia e como pode ser aplicada, mas também a própria cultura empresarial portuguesa que se mostra ainda reticente perante a dualidade trabalho-diversão. Paralelamente, observou-se a necessidade de complementar este tipo de iniciativas com uma forte presença nas redes sociais onde o público-alvo é ativo digitalmente.
During the last couple of years, the topic of gamification has been widely explored. The growing number of scholarly articles and the increasingly successful cases of the concept application are proof of this interest (Hamari, J., Koivisto, J., e Sarsa, H., 2014). As it is a recent trend in the market, adopted by brands as a means to encourage engagement and motivation and increase the level of consumer retention in various actions through the implementation of characteristic game elements (Fitz-Walter, Z., Tjondronegro, R. W., e Wyeth, P., 2011). Thus, this research focuses on the study of the ludification’s strategy applied to relationship marketing and seeks to understand the beneficial effects on brands by using it to create remarkable experiences and long-lasting relationships with their consumers. Given the exploratory nature of the study, and trailing an interpretative approach, several semi-structured interviews were conducted with professionals in the gamification area. Additionally, a case study was carried out on the online platform “Worten Game Ring”. The results suggest a progressive market receptivity to this type of strategy given its effective capacity to create brand value, but a tardiness on how it is being implemented (when compared with international cases). We can associate this reality not only with a widespread ignorance of what the strategy consists of and how it can be applied, but also to the Portuguese business culture itself, which is still reticent about the work-fun duality. At the same time, we observed the need to complement to this type of initiatives a strong presence in the social networks where the target is digitally active.
During the last couple of years, the topic of gamification has been widely explored. The growing number of scholarly articles and the increasingly successful cases of the concept application are proof of this interest (Hamari, J., Koivisto, J., e Sarsa, H., 2014). As it is a recent trend in the market, adopted by brands as a means to encourage engagement and motivation and increase the level of consumer retention in various actions through the implementation of characteristic game elements (Fitz-Walter, Z., Tjondronegro, R. W., e Wyeth, P., 2011). Thus, this research focuses on the study of the ludification’s strategy applied to relationship marketing and seeks to understand the beneficial effects on brands by using it to create remarkable experiences and long-lasting relationships with their consumers. Given the exploratory nature of the study, and trailing an interpretative approach, several semi-structured interviews were conducted with professionals in the gamification area. Additionally, a case study was carried out on the online platform “Worten Game Ring”. The results suggest a progressive market receptivity to this type of strategy given its effective capacity to create brand value, but a tardiness on how it is being implemented (when compared with international cases). We can associate this reality not only with a widespread ignorance of what the strategy consists of and how it can be applied, but also to the Portuguese business culture itself, which is still reticent about the work-fun duality. At the same time, we observed the need to complement to this type of initiatives a strong presence in the social networks where the target is digitally active.
Description
Keywords
Ludificação Marketing relacional Envolvimento com a marca Criação de valor Gamification Relationship marketing Brand engagement Value creation