Topic; The Effectiveness of Gamification in Digital Marketing: A Study

on Customer Engagement in sportswear ( Puma and Nike)

Note: (Can be another sportswear whose data is easily available).

 Dissertation

 Title page

 Acknowledgments/Dedication

 Abstract

 Table of Contents

 List of figures (if applicable)

 List of tables (if applicable)

 List of abbreviations (if applicable)

 Chapters or equivalent

 Appendices

 List of references

2. Page formatting – paper size, margins, page numbering

 Paper size A4, Printing Single sided, Margins

 The Word default is 2.54cm for top, bottom, left and right margins.

 No numbering on cover page

 The ‘front-matter’ pages display small Roman numerals, i,ii,iii, etc.

 Main document, including your References and Appendices,

 displays its page numbers as standard Arabic numerals: 1,2,3, etc.

3. Paragraph formatting – fonts, font sizes, and line spacing

 Font Alignment Use Left alignment for text

 Line spacing 1.5 or 2.0 (double-line) line spacing for main body text

 The ‘front-matter’ pages such as the Abstract, Acknowledgements, etc.

 and footnotes and indented quotations are usually single-line spaced.

4. References

Apa 7 style like

Abbott, T. (2017, November 27). Understanding the decision-making process. Understanding

the Decision-Making Process - SOCO Sales Training.

https://www.socoselling.com/understanding-the-decision-making-process/

admin. (2021, March 9). How accurate ideation of buyer persona can best benefit your

business - Business Consulting service. Business Consulting Service.

https://senitih.com/how-accurate-ideation-of-buyer-persona-can-best-benefit-your-business/

Aggarwal, C. (2023, October 30). Reference Group: Hidden Influencers in Consumer

Behavior - Shiksha Online. Shiksha.com; Shiksha Online. https://www.shiksha.com/online-

courses/articles/reference-group-hidden-influencers-in-consumer-behavior/

Amar Nabeel. (2024, August 30). VALS and Jicnars scales. Blogspot.com.

https://amrnabeelmedia.blogspot.com/2016/09/vals-and-jicnars-scales.html
CHAPTER 1 INTRODUCTION 2500 words ( just an idea you can modify in your own

style)

 Emergence of…………………..

 Background and context

 Rise of gamification etc………..

 Problem Statement………..

 Objectives of the study……………………………

 Significance of the Study………

CHAPTER 2 LITERATURE REVIEW 3500 words

 Emergence and concepts etc……………..

 Relate it with Theories…...………………………

 Research Questions………...……

CHAPTER 3 RESEARCH METHODOLOGY………….. 2500 can exceed

 Qualitative analysis ………………………………….

 Data collection……………………………

 Data analysis technique

 Application of theory

CHAPTER 4 FINDINGS.…………………2500 can exceed

CHAPTER 5 DISCUSSION …………………………………………2000

Discussion and analysis………………………………………

Limitations and strength……………

CHAPTER 6 CONCLUSION

Summary of key findings

Contribution of theory and practice ……...…………………………………………………

REFERENCES…………… APA 7th edition

This study aims to critically analyse the potential and limitations of gamification in digital marketing,

identifying key elements for successful design and long-term performance while providing insights to

maximize customer engagement and foster brand loyalty.

Research Objective

 Explore the key mechanisms of gamification in digital marketing.

 Examine the role of intrinsic and extrinsic motivators in driving customer engagement.

 Critically analyze case studies to identify best practices and assess the long-term efficacy of

gamification strategies.

Justifications

To explore the key mechanisms of gamification in digital marketing. Gamification uses tools like

points, badges, leaderboards, or rewards to make marketing campaigns more engaging. Understanding

how these tools work and why they appeal to people is essential for creating campaigns that actually

grab attention. By focusing on the "how," businesses can design better strategies to keep customers

interested. To examine the role of intrinsic and extrinsic motivators in driving customer engagement.

People engage with gamified content for two main reasons:

Intrinsic motivators: They enjoy the process, like learning something new or feeling a sense of

achievement.

Extrinsic motivators: They want something in return, like discounts, prizes, or rewards. By

understanding what motivates people the most (and in which situations), companies can design

gamification strategies that appeal to different types of customers and keep them engaged for longer.

To critically analyze case studies to identify best practices and assess the long-term efficacy of

gamification strategies. Real-world examples help us learn what works and what doesn’t. By studying
successful gamification campaigns (and even some that didn’t work as planned), businesses can

discover what methods are most effective. This will also help assess whether gamification leads to

short-term excitement or builds lasting customer loyalty.

This study adopts a descriptive and analytical approach.

• Descriptive: Provides a comprehensive overview of gamification strategies and their impact on

customer engagement.

• Analytical: Critically examines the relationship between gamification elements and engagement

metrics, identifying best practices and challenges. Data Collection: Data will be sourced from:

• Academic Literature: Peer-reviewed journals and studies on gamification and customer

engagement.

• Industry Reports: Market analysis from sources such as Statista, Gartner, and McKinsey on

gamification trends and outcomes.

• Case Studies: Analysis of gamification campaigns from sports wear companies like Puma and

Nike to evaluate their success and challenges. These will offer in-depth examinations of consumer

reaction and campaign design, assisting in the identification of obstacles and best practices.

• Marketing Blogs and White Papers: Insights from digital marketing platforms such as HubSpot

and Salesforce on gamification’s practical applications.

Data Analysis:

1. Content Analysis: Identify common themes, techniques, and outcomes associated with

gamification. Thematic analysis of qualitative data from academic literature and case studies to

identify common gamification elements and their influence on engagement metrics like time spent on

the platform, return visits, and social sharing. Use Game Design Theory or Self-Determination Theory
(SDT) to understand how these mechanisms are designed to meet customer needs for autonomy,

competence, and relatedness.

2. Comparative Analysis: Cross-case analysis of different gamification techniques (points,

leaderboards, challenges, etc.) across industries to identify which elements are most effective. This

will also involve comparing results across platforms (mobile vs. web) to determine context-specific

effectiveness.

3. Trend Analysis: Review reports and studies to evaluate the progression of gamification strategies

over time. Use quantitative data from market research reports to analyze trends over time in

gamification adoption and customer engagement metrics. This analysis aims to identify whether

gamification has consistently positive effects on customer engagement.

4. Motivational Analysis: Evaluate the relationship between intrinsic motivators (e.g., personal

achievement, enjoyment) and extrinsic motivators (e.g., rewards, recognition) using theoretical

frameworks like Self-Determination Theory. Examine secondary data (e.g., customer feedback,

surveys, case studies) to understand user preferences for intrinsic vs. extrinsic motivators in gamified

experiences. Analyze specific gamified campaigns to determine whether intrinsic or extrinsic

motivators played a more significant role in driving engagement.