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Internal marketing through gamification: A qualitative study on the influence of game elements within an app on internal marketing activities
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

AbstractThe subject of gamification is a relatively new and novel concept when it comes to stimulating behavior. Gamification is the use of game elements in a non-game context. Gamification is a tool that can motivate people to engage with activities related to health, education and personal productivity. Gamification can be used in a plethora of areas, and business and organizational contexts are no exception.This study investigates how gamification and the use of game elements in an organizational context influence internal marketing activities. Internal marketing is a management philosophy that explores how to treat employees as internal customers to increase the quality of service. This study investigates how gamification and game elements can help accomplishing this goal through influencing internal marketing activities. The study answers the following research question:The purpose of the study is to investigate how gamification and game elements of an app influence internal marketing activities. The app we are investigating was developed by Volvo Group for their employee ambassador program, called #WeAreVolvoGroup. The app is the context which is being investigated as it contains elements of gamification. A conceptual framework has been developed containing game elements as an influence on seven internal marketing activities, which are job product development, employee recruitment, training and education, motivation and reward, internal market research, internal communication, and retention of staff.A qualitative study was conducted by interviewing managers and users of the app, #WeAreVolvoGroup. By using the thematic analysis, the results were presented and combined into themes that were further analyzed and connected to the conceptual framework. The conceptual framework was revised by retracting internal marketing activities that the app did not contribute to, which were job product development, employee recruitment, training and education, and retention of staff, and adding additional factors that the app contributes to. The findings of this study demonstrate that gamification influences the internal marketing activities that were present in the app listed as motivation and reward, internal communication, and internal market research, as well as additional factors which was company culture and personal branding. Our findings showed that the gamification and game elements of the app influenced these activities

Place, publisher, year, edition, pages
2019. , p. 81
Keywords [en]
Internal marketing, through, gamification, A qualitative study on the influence of, game elements, within an app on, internal marketing activities
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-162812OAI: oai:DiVA.org:umu-162812DiVA, id: diva2:1346934
External cooperation
Anonym
Educational program
International Business Program
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Examiners
Available from: 2019-08-29 Created: 2019-08-29 Last updated: 2019-08-29Bibliographically approved

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Internal marketing through gamification - A qualitative study on the influence of game elements within an app on internal marketing activities(1072 kB)35 downloads
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
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  • vancouver
  • Other style
More styles
Language
  • de-DE
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  • nn-NB
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  • Other locale
More languages
Output format
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  • asciidoc
  • rtf