Mohammad Zand*
In recent years, the use of technology rooted in individual psychology has grown within organizations and businesses to inspire employees and customers through various motivational programs. Companies are adopting innovative techniques, such as gamification, to enhance their marketing strategies. As traditional businesses transition to online platforms, they need innovative tools to engage their audience. This study identifies the key success factors of gamification and develops a model for its implementation, highlighting the benefits for businesses. Due to limited historical background and related data, the research combines qualitative and quantitative approaches. The qualitative phase used a seven-step meta-synthesis method (by Sandelowski and Barroso) to review literature from the past 20 years, identifying primary success factors of gamification in online marketing. Interviews with eight gamification experts refined the model. In the quantitative phase, a Likert-scale questionnaire was completed by 100 gamification specialists, digital marketing managers and experts. Using SPSS and PLS software, the final framework of gamification success factors in online marketing was validated. Survey results indicated that strategy and economic dimensions ranked highest, followed by measurement, psychology, mechanics and infrastructure dimensions. This analysis provides a validated framework for gamification success factors in online marketing, offering valuable insights for businesses enhancing their digital marketing strategies. Carrying various positive social implications. However, as not everyone is receptive to this idea, it seems premature to solidify this viewpoint. It appears that video games still require more time for widespread understanding.
Published Date: 2025-01-18; Received Date: 2024-07-02
