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dc.contributor.author
Liakou-Zarda, Maria
en
dc.date.accessioned
2022-07-05T10:30:33Z
dc.date.available
2022-07-05T10:30:33Z
dc.date.issued
2022-07-05
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/29993
dc.rights
Default License
dc.subject
Mouse tracking
en
dc.title
Mouse tracking and user experience in gamified campaigns
en
heal.type
masterThesis
en_US
heal.creatorID.email
mliakou-zarda@ihu.edu.gr
heal.dateAvailable
2022-05-22
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Science and Technology, MSc in e-Business and Digital Marketing
en_US
heal.publicationDate
2022-05-25
heal.abstract
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.
en
heal.advisorName
Tzafilkou, Katerina
el
heal.committeeMemberName
Tzafilkou, Katerina
en
heal.committeeMemberName
Prof., Chatzimisios
en
heal.committeeMemberName
Dr., Karapiperis
en
heal.academicPublisher
IHU
el
heal.academicPublisherID
ihu
en_US


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