Marketing and Gamification: Applications, Challenges, and Ethics
About this ebook
In this book, international academicians and researchers will discuss the influence and potential of gamification on marketing management dynamics. This edited collected investigates why the use of gamification in marketing is vital to enhance the customer base and increase revenue, whilst also critically exploring the dark side of gamification and ethical issues. Chapters cover various marketing domains, including tourism marketing, social marketing and sustainable marketing, to provide a comprehensive resource on this emerging area.
This volume will be an essential resource for scholars researching and teaching across marketing, as well as innovation, technology, and business ethics.
About the author
Sahil Gupta is Associate Professor at the Jaipuria School of Business, Ghaziabad, Uttar Pradesh, India, and Guest Associate Professor at UCSI University, Kuala Lumpur, Malaysia.
Razia Nagina is Associate Professor at Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India.
Mandakini Paruthi is Assistant Professor at IBS Hyderabad, IFHE University, Hyderabad, Telangana, India.
Gaurav Gupta is Assistant Professor at Amity University, Greater Noida, Uttar Pradesh, India.
