USING THE GAMIFICATION MARKETING STRATEGY IN INFORMATION PRODUCTS AND SERVICES

Abstract

This paper discusses the role of gamification in innovative marketing strategies and analyzes its ability to increase user enjoyment, intrinsic motivation and brand loyalty. The author hypothesizes the positive effects of gaming on rational and emotional value, customer trust, brand awareness, and customer response. The proposed research framework is aimed at evaluating the effectiveness of game strategies in information products and services platforms that offer information products and services.