{"id":1137,"date":"2025-10-20T21:00:36","date_gmt":"2025-10-20T18:00:36","guid":{"rendered":"https:\/\/www.etimm.ase.ro\/?p=1137"},"modified":"2025-10-20T21:01:52","modified_gmt":"2025-10-20T18:01:52","slug":"1137","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=1137","title":{"rendered":"The Impact of Gamification on Marketing Strategy"},"content":{"rendered":"<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"The Impact of Gamification on Marketing Strategy\"\/>The Impact of Gamification on Marketing Strategy<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author(s)<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Carmen ACATRINEI\"\/>Carmen ACATRINEI, <meta name=\"citation_author\" content=\"Tudor URS\u0102CESCU\"\/>Tudor URS\u0102CESCU<\/span><\/span>\n<\/p>\n<p>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2025\/10\/20\"\/><meta name=\"citation_journal_title\" content=\"Journal of Emerging Trends in Marketing and Management\"\/><meta name=\"citation_volume\" content=\"1\"\/><meta name=\"citation_issue\" content=\"3\"\/><meta name=\"citation_firstpage\" content=\"17\"\/><meta name=\"citation_lastpage\" content=\"30\"\/><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"\/><meta name=\"citation_publisher\" content=\"The Bucharest University of Economic Studies Publishing House\"\/><meta name=\"citation_issn\" content=\"2537-5865\"\/><\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"M31.\"\/>M31.<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"Gamification, defined as the integration of game design elements into non-game contexts, has emerged as a transformative approach in marketing, capable of turning passive consumers into active participants. By incorporating mechanisms such as rewards, challenges, leaderboards, and progress tracking, gamification seeks to enhance consumer engagement, foster brand loyalty, and influence purchasing behavior. This study explores the theoretical foundations and practical applications of gamification in marketing, emphasizing its relevance in today\u2019s highly competitive landscape, where capturing consumer attention has become increasingly difficult. Adopting a dual-perspective approach and employing JASP (Jeffrey's Amazing Statistics Program) platform for statistical computing on a diverse sample of marketing professionals, this research investigates the gap between expectations and outcomes in gamification implementation. It compares the perceptions of gamification adopters and planners regarding customer engagement, brand loyalty, and purchase intention. A comparative analysis between implementing and planning organizations was conducted to examine potential expectation\u2013reality gaps in gamification outcomes, offering evidence-based insights and contributing to more informed strategic decision-making in marketing contexts.\"\/>Gamification, defined as the integration of game design elements into non-game contexts, has emerged as a transformative approach in marketing, capable of turning passive consumers into active participants. By incorporating mechanisms such as rewards, challenges, leaderboards, and progress tracking, gamification seeks to enhance consumer engagement, foster brand loyalty, and influence purchasing behavior. This study explores the theoretical foundations and practical applications of gamification in marketing, emphasizing its relevance in today\u2019s highly competitive landscape, where capturing consumer attention has become increasingly difficult. Adopting a dual-perspective approach and employing JASP (Jeffrey&#8217;s Amazing Statistics Program) platform for statistical computing on a diverse sample of marketing professionals, this research investigates the gap between expectations and outcomes in gamification implementation. It compares the perceptions of gamification adopters and planners regarding customer engagement, brand loyalty, and purchase intention. A comparative analysis between implementing and planning organizations was conducted to examine potential expectation\u2013reality gaps in gamification outcomes, offering evidence-based insights and contributing to more informed strategic decision-making in marketing contexts.<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"Gamification, consumer engagement, brand loyalty, purchasing behavior, marketing strategies.\"\/>Gamification, consumer engagement, brand loyalty, purchasing behavior, marketing strategies.<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"https:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2025\/JETIMM_V03_2025_153.pdf\"\/><a href=\"https:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2025\/JETIMM_V03_2025_153.pdf\" target=\"_blank\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><br \/>\n<\/h4>\n<p>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"https:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2025\/JETIMM_V03_2025_153.ris\" target=\"_blank\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span>\n<\/p>\n<p>\n&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title The Impact of Gamification on Marketing Strategy Author(s) Carmen ACATRINEI, Tudor URS\u0102CESCU Classification JEL M31. Abstract Gamification, defined as the integration of game design elements into non-game contexts, has emerged as a transformative approach in marketing, capable of turning passive consumers into active participants. By incorporating mechanisms such as &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[32],"tags":[],"coauthors":[18],"class_list":["post-1137","post","type-post","status-publish","format-standard","hentry","category-jetimm_2025"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/1137","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1137"}],"version-history":[{"count":2,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/1137\/revisions"}],"predecessor-version":[{"id":1139,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/1137\/revisions\/1139"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1137"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1137"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1137"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=1137"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}