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Marketing and Gamification: Applications, Challenges, and Ethics (Routledge Studies in Marketing) - Softcover

Book 48 of 60: Routledge Studies in Marketing
 
9781032694214: Marketing and Gamification: Applications, Challenges, and Ethics (Routledge Studies in Marketing)
Softcover
ISBN 10: 1032694211 ISBN 13: 9781032694214
Publisher: Routledge, 2026

Synopsis

Gamification plays a major role in individual and business decision-making in today’s digital era, remarkably changing the way businesses perform basic functions. Gamification techniques can be applied to a variety of marketing activities to help marketers create a more immersive and interactive experience for their customers, by leveraging elements such as points, badges, leaderboards, challenges, quizzes, sweepstakes, and rewards to encourage desired behaviors, foster engagement, and build a sense of community around a brand or product.

In this book, international academicians and researchers will discuss the influence and potential of gamification on marketing management dynamics. This edited collected investigates why the use of gamification in marketing is vital to enhance the customer base and increase revenue, whilst also critically exploring the dark side of gamification and ethical issues. Chapters cover various marketing domains, including tourism marketing, social marketing and sustainable marketing, to provide a comprehensive resource on this emerging area.

This volume will be an essential resource for scholars researching and teaching across marketing, as well as innovation, technology, and business ethics.

"synopsis" may belong to another edition of this title.

About the Author

Sahil Gupta is Associate Professor at the Jaipuria School of Business, Ghaziabad, Uttar Pradesh, India, and Guest Associate Professor at UCSI University, Kuala Lumpur, Malaysia.

Razia Nagina is Associate Professor at Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India.

Mandakini Paruthi is Assistant Professor at IBS Hyderabad, IFHE University, Hyderabad, Telangana, India.

Gaurav Gupta is Assistant Professor at Amity University, Greater Noida, Uttar Pradesh, India.

"About this title" may belong to another edition of this title.

Publisher
Routledge
Publication date
2026
Language
English
ISBN 10 
1032694211
ISBN 13 
9781032694214
Binding
Paperback
Edition number
1
Number of pages
278
Editor
Gupta Sahil, Nagina Razia, Paruthi Mandakini, Gupta Gaurav