Gamification as a digital marketing tool: Generation Z digital communities
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Abstract
Society is saturated with so much information and users need an incentive that can awaken their interest and desire to know something beyond a good or service. Currently, although all companies are presented as capable of satisfying our needs, consumers opt for that brand that presents an added value, generating engagement. This is where gamification comes in as a tool that offersand enhances motivation and gives experiences to users belonging to generation Z through features of games applied in four stages: attraction, interaction, retention, and monetization.
Therefore, this research used the interview with experts to obtain relevant information about the benefits of gamification as a tool and how it can be coupled in a digital marketing strategy, and then through the Discord instrument, structure a proposal of a gamified community with the purpose of fulfilling the first two stages (attraction and interaction) aimed at generation Z of the PUCE Manabí, ending with a focus group within the gamified server managing to evaluate the behavior of people belonging to generation Z of the PUCE Manabí.
It was possible to implement a gamification strategy as a digital marketing tool aimed at Generation Z of the PUCE Manabí through the creation of communities in Discord. Therefore, gamification when using game features allows to increase user participation by motivating and granting experiences.
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Bryan Gerardo Alcívar-Acosta, Pontificia Universidad Católica del Ecuador - Ecuador
https://orcid.org/0000-0002-9528-9032
Currently resident in the city of Chone, my academic studies are as follows:
Bachelor of Administrative Sciences at the Camilo Ponce Enríquez School in the city of Quito.
Engineer in business administration at the PUCE headquarters in Manabí.
Master's degree in marketing with a mention in digital marketing at PUCE, Manabí headquarters.
David Alejandro Zaldumbide-Peralvo, Pontificia Universidad Católica del Ecuador - Ecuador
https://orcid.org/0000-0001-7969-7573
Research Professor at PUCE accredited by SENESCYT REG-INV-18-02846 PhD Candidate in Economics UCAB, Specialty in Circular Economy Wageningen University & Research, MASTER OF ECONOMICS Majoring in Environmental Management James Cook University, Marketing Engineer ESPE, Speaker and organizer of national and international scientific events.
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