This dissertation was conducted as a part of the MSc in E-business and Digital Marketing of the International Hellenic University. A sample of 21 users, were participated in
two gamified campaigns that created and designed for the needs of this study. Each participation provided a set of 14 mouse metrics and 8 self-reported user experience variables per game separately. A mouse monitoring mechanism used to track and store
mouse actions in real time during the user’s interaction with the marketing gamified
campaigns. Additionally, 2 similar user experience surveys were structured to be used
as the self-reported measure. The results demonstrated multiple significant correlations
of effects between perceived user experience and mouse metrics. Metrics like pauses up
to 5 seconds, variance of time between clicks/movements and more, showed strong correlations with several user experience variables. Demographics and type of game influenced also mouse metrics and user experience as well. Overall, the study revealed that
mouse metrics can be used to measure behavioral aspects of users in their interaction
with gamified parts of marketing campaigns and provide key information for their perception about the tested brand and their current emotions.
Collections
Show Collections
