Gamification in marketing: motivational effect

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The article examines the influence of gamification in marketing on consumer behavior. During the analysis, it was revealed that gamification allows you to present the company's promotion in a native format and avoid banner blindness, which is confirmed by the research of modern authors. Gamification is designed to simplify the client's path in marketing and introduce the recipient into a state of flow to increase motivation to perform targeted actions set by the company.

Gamification, motivation, consumer behavior, advertising, game

Короткий адрес: https://sciup.org/170199167

IDR: 170199167   |   DOI: 10.24412/2500-1000-2023-4-2-72-75

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