Game dynamics and the war between social platforms

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F19%3A63522690" target="_blank" >RIV/70883521:28120/19:63522690 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Game dynamics and the war between social platforms

Popis výsledku v původním jazyce

Due to the globalization which generated a towering competitive environment, businesses are seeking for a creative and effective strategy to succeed. Gamification is advertised as an engaging and motivating technique for end-users, customers, patients and learners. Also, social platforms and the role of maintaining lively the company image and brand are increasing its importance. Due to limited research regarding the gamification impact on consumer behaviour, this study aims to investigate and identify the differences between customers who purchase via Facebook and Instagram when factors, such as game dynamics, are considered. For the research purpose, the independent sample t-test has been performed by using SPSS version 23 and the eta-squared and Cohen&apos;s d coefficient has been calculated manually. The results reveal that consumers who purchase via Facebook and Instagram differ regarding the feeling of belonging, advancement and expressiveness induced while purchasing. This research provides insights on the differences regarding social platforms&apos; usage if game dynamics are considered and it enriches the current literature regarding gamification, social platforms&apos; usage and online consumer behaviour. However, further investigation is needed to generalize the results.

Název v anglickém jazyce

Game dynamics and the war between social platforms

Popis výsledku anglicky

Due to the globalization which generated a towering competitive environment, businesses are seeking for a creative and effective strategy to succeed. Gamification is advertised as an engaging and motivating technique for end-users, customers, patients and learners. Also, social platforms and the role of maintaining lively the company image and brand are increasing its importance. Due to limited research regarding the gamification impact on consumer behaviour, this study aims to investigate and identify the differences between customers who purchase via Facebook and Instagram when factors, such as game dynamics, are considered. For the research purpose, the independent sample t-test has been performed by using SPSS version 23 and the eta-squared and Cohen&apos;s d coefficient has been calculated manually. The results reveal that consumers who purchase via Facebook and Instagram differ regarding the feeling of belonging, advancement and expressiveness induced while purchasing. This research provides insights on the differences regarding social platforms&apos; usage if game dynamics are considered and it enriches the current literature regarding gamification, social platforms&apos; usage and online consumer behaviour. However, further investigation is needed to generalize the results.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2019

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Economic and Social Development (ESD): 39th International Scientific Conference on Economic and Social Development - Sustainability From an Economic and Social Perspective

ISBN

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ISSN

1849-6903

e-ISSN

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Počet stran výsledku

9

Strana od-do

174-182

Název nakladatele

Varazdin Development and Entrepreneurship Agency

Místo vydání

Varaždín

Místo konání akce

Lisabon

Datum konání akce

29. 4. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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