Forming Affect, Behavior, and Cognition with Gamification: The Case of an Austrian Tourism Advergame (CROSBI ID 673250)
Prilog sa skupa u zborniku | prošireni sažetak izlaganja sa skupa | međunarodna recenzija
Podaci o odgovornosti
Madlberger, Maria ; Stipetić, Maja ; Dlačić, Jasmina
engleski
Forming Affect, Behavior, and Cognition with Gamification: The Case of an Austrian Tourism Advergame
Information and Communication Technology (ICT) has enabled the development of gamification, i.e., “the use of game design elements in nongame contexts to engage users” [1, 2, p. 268]. Specifically, ICT research on gamification in a marketing context shows that a major purpose of gamification is to support branding and other customer-oriented marketing goals [3]. The objective of this study is an exploration of the outcome of an advergame on customer’s attitude formation through the conceptual lens of the ABC model of attitudes. Advergames are serious games with marketing and promotion intent where brands or products appear with a specific relation to the game [4]. Present research on advergames refers to analyses of different game designs [5], but does not yet shed enough light on its impact on customer behavior. By obtaining deeper insights into affective, behavioral, and cognitive responses to an advergame, this study seeks to investigate the role of advergames in a tourism marketing context.
Gamification ; Affect ; Behavioral Intention ; Cognition ; Tourism
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Podaci o prilogu
1095-1098.
2018.
objavljeno
Podaci o matičnoj publikaciji
Data driven X — Turning Data into Value – Proceedings of Multikonferenz Wirtschaftsinformatik (MKWI) 2018
Drews, Paul ; Funk, Burkhardt ; Niemeyer, Peter ; Xie, Lin
Lüneburg: Leuphana Universität Lüneburg
978-3-935786-72-0
Podaci o skupu
Multikonferenz Wirtschaftsinformatik 2018 : Data driven X - Turning Data into Value (MKWI 2018)
predavanje
06.03.2018-09.03.2018
Lüneburg, Njemačka