Applying Gamification System Into Marketing Strategy:a Study Of African Companies And Typical Cases

This study is about gamification: the use of game design elements in non-game contexts.Gamification is a new phenomenon that has not been extensively studied in scholarly works.There is a significant research gap that needs to be addressed.The goal of this study is to investigate how gamification can be used for marketing strategy.To this end,the design process of gamification,the specific motivating factors behind gamification,the game elements that make up a gamification system,and an analysis of data collected from BAG-Innovation Company will be examined.This is a qualitative study that aims to gain a deep understanding of the phenomenon under study.This research uses a deductive approach to data analysis.A theoretical framework is tested with an empirical study.The study is based on a theoretical framework created through a literature review.The empirical study is based on collecting data from the primary and participating companies,which are analyzed using qualitative methods based on the theory reviewed.The primary data collection method is questionnaires that were developed and distributed to different companies.The collected data is analyzed using qualitative methods.This method was implemented due to the COVID 19 travel restriction.The main theoretical contribution is a new empirically based framework for gamification design.The framework is based on the tested framework but was extensively modified according to the results of the empirical study.In addition,the study confirmed three important motivational factors-autonomy,competence,and connectedness.These factors motivate consumers to use gamification systems.Eight contributions for management are presented to help companies use gamification more effectively.The most important contribution for management is a model of game elements for use in management.The theoretical results benefit academic research on gamification,while the results are useful for managers in practical applications.The results help in designing gamification from a marketing perspective.The results and data analysis are important to complete the study of gamification,especially from a corporate marketing perspective.