Gamified Approaches to Advertising and Marketing Communication - Hardcover

Hardcover

ISBN 13: 9798337363097

Publisher: Igi Global Scientific Publishing, 2026

Synopsis

In an increasingly attention-driven digital landscape, gamified approaches to advertising and marketing communication have become powerful tools for engaging consumers beyond traditional techniques. By integrating game elements such as challenges, narratives, and rewards into brand interactions, marketers can create deeper emotional involvement and more memorable experiences. These design strategies can translate play into persuasion, and the technological platforms can enable interactive marketing campaigns. As a result, gamification emerges as a critical mechanism for converting engagement into lasting consumer-brand relationships. Gamified Approaches to Advertising and Marketing Communication explores the relationship between games and the disciplines of advertising and marketing communication within a landscape of changing strategies. It examines the role of games in the digitalization process, bringing together diverse perspectives from both theoretical and practical standpoints within advertising. Covering topics such as advertising, communication, and marketing, this book is an excellent resource for business organizations, marketers, academicians, researchers, policymakers, and graduate students.

About this title

About the Author

M. Nur Erdem completed her undergraduate and graduate studies in Public Relations and Publicity at Kocaeli University. In 2014, she got her PhD degree with her thesis titled "A Digital Literacy Education Model Proposal in the Context of Consumption-Based Consciousness Industry and Advertising". Erdem has many national and international books, articles and papers in the fields of digital advertising, digital culture, game-vertising and advertising narrative. She is currently working as a faculty member at Ondokuz Mayıs University, Faculty of Communication, Department of Communication and Design. She is also a member of ATIKA (Akıllı Toplum İçin Kadın Akademisyenler - Female Academics for a Smart Society) initiative, which was established with the aim of providing a network for female postgraduate students. She also lectures and conducts scientific research at Ondokuz Mayıs University, Department of Neuromarketing.

Edition details

• Publisher: Igi Global Scientific Publishing
• Publication date: 2026
• Language: English
• ISBN 13: 9798337363097
• Binding: Hardcover
• Number of pages: 600
• Editor: Erdem M Nur, Mayadağlı Cansu