247. IJRM. Investigating Gamification.

Written By Gabriella Mirabelli
 

January 5, 2023

Listen to full episode :

Gamification is a hot topic with marketers, but not all gamification efforts will be successful

Today we’re speaking with Magdalena Bekk. She and her colleagues have done research into when gamification works, when it doesn’t and why.

Topics include:

How humans process information and what it means for gamification effectiveness.

  • The way people determine what is relevant to them and how it’s linked to emotion.

  • When gamification works and what this means for marketers.

Click here for the Research Article  https://www.sciencedirect.com/science/article/abs/pii/S0167811622000209

The Up Next podcast’s access to this content is courtesy of the International Journal of Research in Marketing, an international, double-blind peer-reviewed journal for marketing academics and practitioners. IJRM aims to contribute to the marketing discipline by providing high-quality, original research which advances marketing knowledge and techniques. As marketers increasingly draw on diverse and sophisticated methods, IJRM‘s target audience is comprised of marketing scholars, practitioners (e.g., marketing research and consulting professionals) and policymakers.

IJRM aims to be at the forefront of the marketing field with a particular emphasis on bringing timely ideas to market. The journal embraces innovative research with the potential to spur future research and influence practice. Hence, it welcomes contributions in various aspects of marketing. The editors, while accepting a wide array of scholarly contributions from different disciplinary approaches, especially encourage research that is novel, visionary or path breaking. 

Magdalena Bekk is a university Professor of Consumer Behavior at Seeburg Castle University in Austria and a researcher at the University of Cologne, Germany. She holds a doctoral degree (Marketing) from the University of Cologne, and a diploma (Psychology) from the Ludwig Maximilian University of Munich. Her research focuses on understanding consumer behavior phenomena and supporting decision making by various stakeholders related to digital transformation, such as gamification, and sustainability issues. 

Research co-authors: 

René Eppmann was a doctoral student at the University of Cologne, Germany. In his research and doctoral thesis, he focused on gamification and consumer behavior. He is now working as senior project manager of marketing analytics at OBI Group Holding. 

Kristina Klein is a university Professor of Marketing and Consumer Behavior at the University of Bremen. She holds a doctoral degree (Marketing) and a diploma (Management) from the University of Cologne. In her research, she focuses on brand management, particularly brand activism, digital transformation and the use of digital technologies (e.g. voice assistants) in marketing. 

Franziska Völckner is a university Professor of Marketing at the University of Cologne, Germany. She holds a doctoral degree and a diploma degree (Management) from the University of Hamburg, Germany. In her research, she focuses on understanding marketing phenomena and supporting marketing decision-making in a changing customer and business environment due to the digital transformation as well as climate change and resource depletion. 

Follow & Learn More

International Journal of Research in Marketing

  • Latest Content here

  • Follow on LinkedIn here

Magdalena Bekk 

Kristina Klein 

 Franziska Völckner 

 
Gabriella Mirabelli
Previous

248. Frank O’Connell. Jump First. Think Fast.
Next

246. Finding Goldilocks Influencers: How Follower Count Drives Engagement.