Marketing 4.0: Moving From Traditional to Digital

Kotler, Philip; Kartajaya, Hermawan; Setiawan, Iwan

doi:10.1142/9789813275478_0004

Cited by 44 publications

(15 citation statements)

References 0 publications

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“…This also brings a new insight to the work previously conducted by Kotler et al (2019), because H6 also reinforces that engagement is not just in a downward motion, demonstrating that the consumer can also be motivated to engage with the brand on their one.…”

Section: Factorial Analysissupporting

confidence: 59%

“…Having previously verified that customer engagement can be influenced by several factors (Kotler et al 2019), it was also confirmed that this is usually analyzed in a downward way (company to consumer) (Bowden 2009;Hollebeek et al 2014).…”

Section: Player Motivations and Gamification Performancesupporting

confidence: 56%

“…When examining the available literature on engagement, we found that the term has a wide scope; as such, it is necessary to deepen the research into a more specific aspect of customer engagement (Kotler et al 2019). Therefore, it is key to look for a clearer image of the relationship developed between the consumer and the brand (Thakur 2019).…”

Section: Gamification As a Tool For Engagement And Brand Attitudementioning

confidence: 99%

“…According to Kotler et al (2019), the 1990s marked a significant change in the way marketing was handled. Marketing strategies begin to change their emphasis and redirect the focus to the relationship developed between customers and brands.…”

Section: Introductionmentioning

confidence: 99%

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How Can Gamified Applications Drive Engagement and Brand Attitude? The Case of Nike Run Club Application

Rodrigues¹,

Lopes

Borges³

et al. 2021

Administrative Sciences

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This research aims to analyze the feasibility of gamified applications as a tool to promote engagement and brand attitude. To accomplish this, this research was developed using a quantitative methodology. A confirmatory factor analysis (CFA) was performed and the model hypotheses were tested by a structural equation modeling (SEM). A questionnaire was applied to Portuguese consumers who use the “Nike Run Club” application, from which 203 valid responses were received. The results confirm the influence of social circles and their impact on the intention to interact with the brand. For theoretical contributions, this research contributes to the existing literature and academic knowledge in the areas of marketing and gamification, providing a suggestion for the TAM model to be used in this type of research. It also contributes to a better understanding of the relationship between gamification and marketing, demonstrating that the use of gamified applications as engagement tools can have a positive impact on the brand attitude. On the practical side, it contributes as a consultation tool for brands, application designers, and marketers when defining engagement strategies, allowing a better understanding of the factors that may or may not influence the public’s relationship with the brands and what dynamics they should use in the development of new Gamified marketing solutions.

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Section: Factorial Analysissupporting

confidence: 59%

Section: Player Motivations and Gamification Performancesupporting

confidence: 56%

Section: Gamification As a Tool For Engagement And Brand Attitudementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

How Can Gamified Applications Drive Engagement and Brand Attitude? The Case of Nike Run Club Application

Rodrigues¹,

Lopes

Borges³

et al. 2021

Administrative Sciences

View full text Add to dashboard Cite

show abstract

“…in other countries online retailing is growing rapidly (Tao & Xu, 2018). The emergence of the 4.0 era is an era where online retail and offline retail win markets and consumers, but these two retailers are not in fact not beating each other but complement each other (Kotler et al, 2019). The presence of two alternative shopping places offers a perfect market competition, in offering goods to consumers because consumers are currently free to set prices because of the variety of offers available for the same goods as many offers offered in offline retail and online retail (Loudon et al, 2012).…”

Section: Introductionmentioning

confidence: 99%

The Effect of Ease of Use, Risks Towards Consumer Decisions When Shopping Online

Suleman

Suharyadi

Marwansyah

et al. 2020

DIJEFA

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The presence of various alternative shopping places makes consumers choose one of the available shopping places. Therefore this study aims to analyze the relationship between ease and risk of consumer decisions to buy fashion products, especially in online retail. the population in this study is large and the number is not known with certainty, so in the non probalitiy research that is using sampling quota sampling techniques with survey methods with a total sample of 100 respondents from the city of Jakarta with criteria respondents aged over 18 years in the area of DKI Jakarta and have bought products online. The results of the study stated that ease of use has a significant influence on consumer decisions. While the risk turns out to influence consumer decisions in shopping online. The results of this study can be another reference for further research.

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