2023-04-25T08:36:45Z

2023-04-25

Default License

Gamification influence on digital marketing campaigns: Evaluating the User experience & buyer’s Intent through eye tracking

2023-04-21

campus

School of Science and Technology, MSc in e-Business and Digital Marketing

This dissertation was written as part of the MSc in E-Business and Digital Marketing at the International Hellenic University. In the era we live in digitalization is the main protagonist of many fields of our life. The sector of marketing is where it can be said that it thrives at blistering speed. Thus, it is a matter of survival for companies and individuals involved in this sector to enter and adjust to the changes that are happening. Digital marketing can be approached in many and different ways. In this thesis we will focus specifically on the use of two different methods to approach the subject. To begin with, as mentioned above in the field of digital marketing we can use different ways to attract and accomplish our goals. One rising technique is gamification. Τhe emergence of activities, which are used to motivate actions cannot go unnoticed. Specifically, many brand seems to adopt loyalty programs in order to engage and motivate possible clients. Points, puzzles, contests & memory games are some examples that are already used in order to attract the new and past clients. Diving deeper, these technological innovations highlight the way digital marketing can be approached in order to affect the human psychology. In addition, another technology that is being explored is the eye-tracking method that is also relatively new in the field of digital marketing. It is common, especially for big companies to conduct surveys for their products or services before transitioning them to the real market. Eye-tracking has been a way of examining the reactions, interactions and movements of participant so as to proceed to the extractions of certain conclusions. Companies seem to invest to the development and perfection of software, not only for the use of digital marketing, but also for education, medicine and other sectors where eye-tracking can thrive and offer solutions. In this thesis, a combination of two surveys is going to be conducted. In particular, the main aim is to realize comparative research between a gamified campaign and a video campaign as well as the examination of eye-tracking methods towards a video campaign. For this reason, quantitative research methods are going to be used along with the platforms for the prosecution of the necessary tracing.

Tzafilkou, Katerina

Karapiperis, Dimitrios

uoa