Document Type : Review Article
Author
PhD Student in Systems Management, Imam Hossein University, Tehran, Iran
Abstract
How can employees be driven to engage in desirable behaviors such as greater participation in achieving goals, collaboration, and knowledge sharing? How can new customers be encouraged to buy the company's products and services? How are brand loyalty, health-oriented behaviors, adherence to rules, and social participation strengthened? Gamification is an interdisciplinary approach that provides answers to all of these questions. Gamification is about designing with the help of game components to create a game-world experience for users in real-world situations. Many managers of for-profit corporations and the public sector now use gamification strategies to influence the behavior of their beneficiaries and gamifying commercial, industrial, and social environments. The present study, with its systematic review of theoretical literature and meta-analysis of related research, intends to acquaint researchers in the fields of management and economics with the capacities of gamification in improving the business. This begins with a description of the basics (such as theories, dynamics, and mechanics) and continues with a summary of gamification applications in Management Aspects and Business/ Institutional Areas. Management Aspects section includes Marketing, Brand Loyalty, Advertising, Education, Organizational Behavior, and Operations Management; and in Business/ Institutional Areas section the applications of gamification in the Healthcare, Tourism, Political Participation, and Military are mentioned.
Keywords
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