Introducing perceived gamification in marketing

Snezhana Muravskaia; Maria Smirnova; Daniil Muravskii

Introducing perceived gamification in marketing

Snezhana Muravskaia, Maria Smirnova, Daniil Muravskii

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

This paper argues that if the end goal of applying gamification is to change the user's behavior, gamification should be analyzed as an instrument of persuasion. Currently, the impact of gamification on the user is looked through either the lenses of motivation or that of user experience. The concept of perceived gamification is introduced, which is understood as the willingness and ability to recognize promotional activity as a game-like activity without the need to distinguish any particular game elements.

Original language	English
Title of host publication	Annual GSOM Emerging Markets Conference 2020
Subtitle of host publication	St. Petersburg, November 11-18, 2020
Editors	YU.E. Blagov, A.YU. Panibratov, MO Latukha, DG Kucherov, DV Kudryavtsev, MM Smirnova, EV Gilenko, AV Bukhvalov, TM Kuropatkina, EN Yanvareva
Place of Publication	St. Petersburg
Publisher	St. Petersburg State University
Pages	294-299
Number of pages	6
Publication status	Published - 11 Nov 2020
Externally published	Yes
Event	Annual GSOM Emerging Markets Conference 2020 - St. Peterburg, Russian Federation Duration: 11 Nov 2020 → 18 Nov 2020

Conference

Conference	Annual GSOM Emerging Markets Conference 2020
Country/Territory	Russian Federation
City	St. Peterburg
Period	11/11/20 → 18/11/20

Keywords

perceived gamification
gameful experiences
literature review
scale development

Access to Document

https://elibrary.ru/item.asp?id=44678436

Cite this

Muravskaia, S., Smirnova, M., & Muravskii, D. (2020). Introducing perceived gamification in marketing. In YU. E. Blagov, A. YU. Panibratov, MO. Latukha, DG. Kucherov, DV. Kudryavtsev, MM. Smirnova, EV. Gilenko, AV. Bukhvalov, TM. Kuropatkina, & EN. Yanvareva (Eds.), Annual GSOM Emerging Markets Conference 2020: St. Petersburg, November 11-18, 2020 (pp. 294-299). St. Petersburg State University. https://elibrary.ru/item.asp?id=44678436

Muravskaia, Snezhana ; Smirnova, Maria ; Muravskii, Daniil. / Introducing perceived gamification in marketing. Annual GSOM Emerging Markets Conference 2020: St. Petersburg, November 11-18, 2020. editor / YU.E. Blagov ; A.YU. Panibratov ; MO Latukha ; DG Kucherov ; DV Kudryavtsev ; MM Smirnova ; EV Gilenko ; AV Bukhvalov ; TM Kuropatkina ; EN Yanvareva. St. Petersburg : St. Petersburg State University, 2020. pp. 294-299

@inproceedings{b69aa74509b64e05aa43e23a19cbef41,

title = "Introducing perceived gamification in marketing",

abstract = "This paper argues that if the end goal of applying gamification is to change the user's behavior, gamification should be analyzed as an instrument of persuasion. Currently, the impact of gamification on the user is looked through either the lenses of motivation or that of user experience. The concept of perceived gamification is introduced, which is understood as the willingness and ability to recognize promotional activity as a game-like activity without the need to distinguish any particular game elements.",

keywords = "perceived gamification, gameful experiences, literature review, scale development",

author = "Snezhana Muravskaia and Maria Smirnova and Daniil Muravskii",

year = "2020",

month = nov,

day = "11",

language = "English",

pages = "294--299",

editor = "YU.E. Blagov and A.YU. Panibratov and MO Latukha and DG Kucherov and DV Kudryavtsev and MM Smirnova and EV Gilenko and AV Bukhvalov and TM Kuropatkina and EN Yanvareva",

booktitle = "Annual GSOM Emerging Markets Conference 2020",

publisher = "St. Petersburg State University",

note = "Annual GSOM Emerging Markets Conference 2020 ; Conference date: 11-11-2020 Through 18-11-2020",

}

Muravskaia, S, Smirnova, M & Muravskii, D 2020, Introducing perceived gamification in marketing. in YUE Blagov, AYU Panibratov, MO Latukha, DG Kucherov, DV Kudryavtsev, MM Smirnova, EV Gilenko, AV Bukhvalov, TM Kuropatkina & EN Yanvareva (eds), Annual GSOM Emerging Markets Conference 2020: St. Petersburg, November 11-18, 2020. St. Petersburg State University, St. Petersburg, pp. 294-299, Annual GSOM Emerging Markets Conference 2020, St. Peterburg, Russian Federation, 11/11/20. <https://elibrary.ru/item.asp?id=44678436>

Introducing perceived gamification in marketing. / Muravskaia, Snezhana; Smirnova, Maria; Muravskii, Daniil.
Annual GSOM Emerging Markets Conference 2020: St. Petersburg, November 11-18, 2020. ed. / YU.E. Blagov; A.YU. Panibratov; MO Latukha; DG Kucherov; DV Kudryavtsev; MM Smirnova; EV Gilenko; AV Bukhvalov; TM Kuropatkina; EN Yanvareva. St. Petersburg: St. Petersburg State University, 2020. p. 294-299.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Introducing perceived gamification in marketing

AU - Muravskaia, Snezhana

AU - Smirnova, Maria

AU - Muravskii, Daniil

PY - 2020/11/11

Y1 - 2020/11/11

N2 - This paper argues that if the end goal of applying gamification is to change the user's behavior, gamification should be analyzed as an instrument of persuasion. Currently, the impact of gamification on the user is looked through either the lenses of motivation or that of user experience. The concept of perceived gamification is introduced, which is understood as the willingness and ability to recognize promotional activity as a game-like activity without the need to distinguish any particular game elements.

AB - This paper argues that if the end goal of applying gamification is to change the user's behavior, gamification should be analyzed as an instrument of persuasion. Currently, the impact of gamification on the user is looked through either the lenses of motivation or that of user experience. The concept of perceived gamification is introduced, which is understood as the willingness and ability to recognize promotional activity as a game-like activity without the need to distinguish any particular game elements.

KW - perceived gamification

KW - gameful experiences

KW - literature review

KW - scale development

UR - https://elibrary.ru/item.asp?id=44566127&selid=44678436

M3 - Conference contribution

SP - 294

EP - 299

BT - Annual GSOM Emerging Markets Conference 2020

A2 - Blagov, YU.E.

A2 - Panibratov, A.YU.

A2 - Latukha, MO

A2 - Kucherov, DG

A2 - Kudryavtsev, DV

A2 - Smirnova, MM

A2 - Gilenko, EV

A2 - Bukhvalov, AV

A2 - Kuropatkina, TM

A2 - Yanvareva, EN

PB - St. Petersburg State University

CY - St. Petersburg

T2 - Annual GSOM Emerging Markets Conference 2020

Y2 - 11 November 2020 through 18 November 2020

ER -

Muravskaia S, Smirnova M, Muravskii D. Introducing perceived gamification in marketing. In Blagov YUE, Panibratov AYU, Latukha MO, Kucherov DG, Kudryavtsev DV, Smirnova MM, Gilenko EV, Bukhvalov AV, Kuropatkina TM, Yanvareva EN, editors, Annual GSOM Emerging Markets Conference 2020: St. Petersburg, November 11-18, 2020. St. Petersburg: St. Petersburg State University. 2020. p. 294-299

Introducing perceived gamification in marketing

Abstract

Conference

Keywords

Access to Document

Other files and links

Fingerprint

Cite this