GAMIFICATION IN MARKETING : ITS IMPACT ON ENGAGEMENT GENERATION AND CUSTOMER RETENTION: A LITERATURE REVIEW

Abstract

The thesis: 'Gamification in Marketing ¿ What impact does it have on increasing customer engagement and retention' masks the topic into how gamification can trick our marketing strategies, that is specifically correlated to engaging prospects lately. It conducts a literature review on psychological theories of self-determination theory and intrinsic vs. extrinsic rewards to explain its consequences for consumer behaviour. In this review, we discuss tactics for achieving that through gamification systems where successful solutions like Nike Run Club or Duolingo increase loyalty and motivation of users to continue using these services. Finally, the thesis outlines potential long-term pitfalls of gamification included stimulus saturation and balancing intrinsic fun with external incentives.