An investigation into gamification as a marketing method to improve brand communities

Details

Supervisors

Semal, Pierre ; Bakanauskas, Arvydas

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion

Abstract

It is being noted by various authors gamification could be used as extension for existing organizations’ marketing strategies in order to increase customers’ engagement. It is one of the reasons why major companies started to develop gamified brand communities. The aim of this paper is to develop a model that would help organizations to use gamification as marketing method to establish gamified brand communities. In order to achieve this goal, the analysis of scientific books and articles was carried out in the literature analysis part. In this part, various gamification definitions, game elements and mechanics that are used in gamification practices and different gamification frameworks are reviewed while analyzing classical and nowadays literature. The second part of the diploma paper presents qualitative content analysis of gamified online communities that were developed by 3 selected MNEs - jetBlue, Microsoft and Nike. The research revealed that most commonly applied gamification elements are PBL-triad, customizable personal profiles. According to these findings, in the final project part, the problematic aspects for each reviewed company are excluded and possible solutions for overcoming the identified problems are offered. Conclusively a model that covers gamification elements implementation in order to establish brand community is developed.