Social media posts and user engagement in aGRowork: A comparative analysis between image, video and gamified campaigns

Social media posts and user engagement in aGRowork: A comparative analysis between image, video and gamified campaigns (EN)

Spyropoulou, Maria-Nikoleta (EN)

Tzafilkou, Katerina (EL)

masterThesis

2023-06-30T10:43:57Z

2023-06-27

2023-06-30

This dissertation is written as a latest part of the MSc in E-business and Digital Marketing at the International Hellenic University by Spyropoulou Maria-Nikoleta under the supervision of Dr. Tzafilkou Katerina. Nowadays, consumers have increased the usage of Digital Media in their daily life. As a result, social media became a phenomenon which has drastically transformed as the communication of individuals around the globe and the consumer expectations and buying behaviours. In order to survive, more and more companies changed their business plan and adapted digital marketing in their strategy in order to reach their target markets. Many industries seems to be interested, and make use of social media internationally and through communication reach capacity, to mark user’s intention to spend a vast amount of money in order to supply products and services by discovering the different ingredients that contribute on the engagement of the user. Based on user experience (UX) and user engagement are the main aspects that would be important for the successful creation of marketing campaigns. This study tries to examine how user engages with posts and in which type of posts, giving an analytical report of all the components. Those components mainly refer to the 3 type of post, image post, video post and a gamified post. Datasets were exported from questionnaires which users had answered. The main target is to examine and research if engage the user and how it could provide them with a better user experience through gamification on marketing campaigns. The 4 variables which constitute the User Experience are attention, enjoyment, excitement and brand engagement. To test this relationship, in our research model, we developed a study in which the sample that we used is 36 users and try to found any difference or correlation among the campaigns. This survey is designed as a quantitative and qualitative content analysis that analyzes three different campaign types. Analytical, our research is based on the creation of various prototypes Conducting A / B testing between marketing campaigns and their tests, photo marketing motion, a video marketing motion and a gamified marketing motion. In consequence, we are using quantitative and qualitative research methods for in depth examination and results. The export data are investigated through numerous statistical tests in SPSS like reliability tests, normality distribution tests, descriptive statistics per category, significant differences tests. This research based on the prior literature is going to provide knowledge to the marketers and in general to the decision makers of how and in which ways through organic posts in social media activity, it will be increment of the engagement of users. This thesis is an attempt to correlate the term of gamification with user experience through the combination and test of three different campaign’s types and try to correlate if and which way affect the customer behavior. (EL)

Gamified campaigns (EL)

Social media (EL)

Digital marketing (EL)

Αγγλική γλώσσα

School of Science and Technology, MSc in e-Business and Digital Marketing

IHU (EL)

Default License

Διεθνές Πανεπιστήμιο της Ελλάδος

Ιδρυματικό Αποθετήριο Διεθνούς Πανεπιστημίου Ελλάδος (ΔΙΠΑΕ)

University Center of International Programmes of Studies (UCIPS)

Master Theses