The Use of Gamification in Events Marketing

Authors

  • Daniel Moise The Bucharest University of Economic Studies
  • Anca Francisca Cruceru The Bucharest University of Economic Studies

Keywords:

gamification, events marketing, social media networks

Abstract

Marketers have not only the task to attract stakeholders to participate in the events that they organize, but also make them adopt the behavior that the company wants. In order to achieve this, a new form of strategy is used, that is gamification. Gamification can be used both in the management of motivating the employees and on customers, partners such as distributors and suppliers, in order to increase the involvement of the attendees at different kinds of events, whether we talk about pre event, during or post event, only to attract the attention and retention of the participants, to generate the desired behavior, at the same time to reach the objectives set for the events. Through this article we want to show the benefits of using gamification in events marketing and also to establish what specific strategies of gamification should be used according to the type of event, to reach the maximum potential of these strategies by taking into account the participants’ structure and profile.

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Published

2014-02-01

How to Cite

Moise, D., & Cruceru, A. F. (2014). The Use of Gamification in Events Marketing. International Journal of Economic Practices and Theories, 4(2), 185-190. Retrieved from http://ijept.eu/index.php/ijept/article/view/The_Use_of_Gamification_in_Events_Marketing

Issue

Vol. 4 No. 2 (2014): Special issue on Marketing and Business Development

Section

Articles

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