Designing a Gamification Model in Digital Marketing Using Grounded Theory

Abstract

Objective: The objective of this study is to design a gamification model for digital marketing using the grounded theory method. Methodology: This qualitative study utilized the grounded theory approach. Data were collected through semi-structured interviews with 15 experts in the field of digital marketing and gamification. Participants were selected using purposive sampling, and the interview data were analyzed through open, axial, and selective coding stages. Findings: The findings revealed that causal factors such as understanding customer behavior and fostering user interaction play a critical role in the success of gamification. Additionally, contextual factors like organizational culture and specialization, as well as intervening conditions such as environmental limitations and digital platform capabilities, affect the implementation of gamification. Key strategies identified included game design quality and customer experience management, which led to outcomes like marketing success and increased profitability. Conclusion: The results suggest that gamification can be an effective tool for increasing user engagement, improving customer experience, and fostering brand loyalty in digital marketing. Proper design of gamification elements and effective management of customer experience are essential for success. Organizations should focus on understanding customer behavior, enhancing organizational culture, and promoting specialization to fully benefit from gamification.