Loading...
Please wait, while we are loading the content...
Similar Documents
Gamification: A platform for transitioning from Goods - dominant logic to Service - dominant logic : Case of Nike+ Fuelband
| Content Provider | Semantic Scholar |
|---|---|
| Author | Poornikoo, Mehdi |
| Copyright Year | 2014 |
| Abstract | This master thesis attempts to investigate gamification strategies used in Nike+ Fuelband and its importance for transitioning from conventional goods dominant logic to a new approach in marketing, service dominant logic. Based on Nike+ Fuelband exploratory case study, a netnographic approach is conducted for analyzing Nike+ online community. The research studies game mechanics involved in Nike+ Fuelband and consumer’s motivation for using gamified offers. Nike employs a range of game elements to its device such as points, challenges, countdowns, rewards and social features. Moreover, based on the literature review in service marketing and S-D logic in particular, this thesis tries to answer the research question which is why gamification can be used as a platform for transitioning from goods dominant logic to service dominant logic. According to the 10 foundational premises of service dominant logic, which are the basis for S-D logic approach, and gamification characteristics, it is revealed that Nike attempts to shift its marketing paradigm from G-D logic into S-D approach. This can be observed through the use of gamified service layer added to the core product and focusing on customer’s role as a co-creator of value. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://brage.bibsys.no/xmlui/bitstream/handle/11250/276110/Masterthesis.PDF?isAllowed=y&sequence=1 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
