This dissertation written as a part of the MSc in e-Business and Digital Marketing at the
International Hellenic University, explores the distinctive impacts of gamified and video
marketing on consumer experience. By investigating the effectiveness of these two
strategies, this research’s aim is to analyze their influence on consumers in various
aspects, from engagement levels, brand loyalty and more, to purchase intention and
provide robust and actionable insights for digital marketers and businesses. Starting with
an in-depth review of the existing literature, it moves to the methodology and design used
to collect the data needed, from the gamification prototype and video, to the design of the
questionnaires. It continues with the data analysis, which encompasses the use of the
SPSS software and the various methods used, Cronbach’s Alpha, Shapiro-Wilk Test, and
a variety of non-parametric tests, specifically Mann-Whitney U Test, Spearman’s Rank
Correlation Coefficient and Linear Regression. Finally it presents the findings and
discussion of the research as well as the limitation faced throughout the process.
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