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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/79021


    Title: From Game to Gamification: Preliminary Research of Gamification Marketing Theory
    Authors: Wu, Dai-Yun
    吳岱芸
    Contributors: 傳播學院
    Date: 2015
    Issue Date: 2015-10-23 17:20:51 (UTC+8)
    Abstract: This article aims to provide a new understanding of the theoretical foundations of gamification and the related phenomena in the field of marketing communication. We started from redefining the concept of marketing gamification, and tried to point out the mechanisms of the phenomena by proposing theoretical basis from brand and consumer perspective separately. Finally, we tried to clarify some similar concepts, and put forward a marketing gamification model and a gamification concept map as the preliminary theoretical framework for further research in the future.
    Relation: Mass Communication Research , 124, 215-251
    Data Type: article
    Appears in Collections:[Department of MIS] Periodical Articles

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