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dc.contributor.author
Georgiadis, Marios
en
dc.date.accessioned
2024-06-14T11:45:56Z
dc.date.available
2024-06-14T11:45:56Z
dc.date.issued
2024-06-14
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/30425
dc.rights
Default License
dc.subject
Gamified campaigns
en
dc.subject
Video campaigns
en
dc.title
A comparison of gamified and video campaigns in consumer experience
en
heal.type
masterThesis
en_US
heal.dateAvailable
2024-06-09
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
2024-06-09
heal.abstract
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.
en
heal.advisorName
Tzafilkou, Katerina
en
heal.committeeMemberName
Koukaras, Paraskevas
en
heal.committeeMemberName
Karapiperis, Dimitrios
en
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US


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