The influence of Gameplay Mechanics as Design Strategy on Consumer Behavior” | ||||
| International Design Journal | ||||
| Article 16, Volume 12, Issue 1 - Serial Number 44, January and February 2022, Page 191-200 PDF (1.89 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/idj.2022.210334 | ||||
 View on SCiNiTO | ||||
| Authors | ||||
| Attiyat Mohammed Al-Jabri1; Samar Hany Al-Said1; Kholoud Ali Mustafa2 | ||||
| 1Professor of Design, Advertising Department, Faculty of Applied Arts, Helwan University | ||||
| 2Advertising designer , khloudhesham.a@gmail.com | ||||
| Abstract | ||||
| Consumer behavior is the focus of the marketing and advertising process alike, so the thinking of any organization is focused on meeting the needs and desires of the consumer and how to satisfy him. If it is a personality that depends on salesmen or friends, or it is not personal represented in advertising and publicity means.Where advertising plays a major role in directing consumer behavior towards purchasing, and since the means of communication and related technologies have developed, so have developed methods of advertising in particular, and the development of advertising in the third millennium has led to the emergence of a new type of advertising that depends on all advanced technological means, which is called interactive advertising (Interactive Advertising), in order to increase the success of the advertising process, and the possibility of exploiting it to attract more recipients. Features available to the designer and the user.With the continuous development in the field of advertising design and interactive methods, we can employ and use the mechanisms of play in the design of interactive advertisements in an innovative way to create a positive and strong impression on the current customers and attract new customers as well as to influence the behavior of the target audience . Research problem This can be summarized in the following question: How can the advertising designer employ visual and interactive play mechanisms to influence consumer behavior? Objectives: The research aims to employ gameplay mechanisms as a design strategy in interactive advertisements to create a positive and strong impression on current and new consumers, as well as to influence the behavior of the target audience. Methodology: The research follows the descriptive approach to describe and analyze some interactive advertising models based on the use of playing mechanisms in their advertising idea. Results showed that:1- The application of the strategy of playing mechanisms as a design strategy that distinguishes and is unique in the way the advertising message is presented and distinguishes it among other messages and can attract the attention of the largest number of the consumer audience.2- The application of the strategy of playing mechanisms as a design strategy helps some brands that seek to collect data about their customers, study their consumer market and build their own customer base by saving customer data when they subscribe to the game's application.3- Adding attractive game functions and technologies to a marketing campaign increases awareness, so that your brand is on his mind when he thinks of a product or service in the sector in which you operate. Since you have taken the extra step of making your brand interesting and attractive, the consumer may prefer doing business with you which leads to the purchase. Conclusion: The strategy of playing mechanisms allows the designer to devise new and different advertising methods that attract the attention of the recipient and convince him of the advertising idea and help him achieve the highest response from the recipient, as the actual participation of the consumer in the advertisement makes him more attractive to experience and try to reach the highest results.With the human tendency constantly to search for fun and entertainment and to escape from the pressures of life by playing sometimes. Here, the advertising designer can, by studying the consumer and explaining his behavior well, implement an advertisement based on playing strategies that has the ability to attract the attention of the consumer strongly and influence him and consolidate the product in his memory and influence the emotion The consumer through the creation of a different advertisement in the idea and implementation based on interaction, because the person often tends to experiment with the new and the different, as employing the mechanisms of play in the advertisement means making the behavior that you want to change in the form of a game or is the application of the elements of the game and its mechanisms of action in the context of the advertisement to share The recipient is able to solve problems, achieve certain goals, and increase the interaction and contribution of the recipient by providing participation and more stimulating mechanisms. | ||||
| Keywords | ||||
| Gamification mechanics; Advertising strategy; consumer's behavior; Advertising message | ||||
| References | ||||
|
1- Amal Al-Ahmad - Ali Mansour - Psychology of Play - Open Education Center - Damascus University - without publication year. 2- Rania Mamdouh Mahmoud Jabr - Advertising posters between the philosophy of play and engineering thinking - Journal of Architecture, Arts and Humanities - Volume Five - Issue 20 - Winter 2020 - May 2021 3- Rania Al-Mujnabi and Nariman Ammar - Consumer Behavior - Syrian Arab University – 2020 4- Rania Mamdouh Mahmoud Jabr - The role of manipulation in achieving persuasion for interactive advertising recipients - published research - Journal of Architecture, Arts and Human Sciences - Special Issue - April 2021 - Seventh International Conference “Heritage, Tourism and Arts between Reality and Hope” 5- Saya Gul - The impact of mobile advertising on the purchasing behavior of consumers - MA - Faculty of Economics - Department of Business Administration - Damascus University - Syria – 2015 6- The electronic games industry is a winning horse waiting for the start whistle - a published article - Al Mal newspaper - Sunday, July 17, 2016 - https://almalnews.com 7- Essam El-Din Farag - Editing of Advertising and Public Relations - Arab Renaissance House – 2013 8- Ali Hamid Haroun - The effect of advertising on consumer behavior - published research - Journal of Communication Sciences - Omdurman Islamic University - Volume 2 - Issue 6 - December 2020 9- Muhammad Farid Al-Sahn - Advertising - University House - Cairo – 2005 10- Professional Fatiha - Teachers’ representations of play and its impact on the teacher - MA - Faculty of Social Sciences - Department of Social Sciences - Abdelhamid Ben Badis University – 2019 11- An Introduction to the Use of Game Dynamics to Influence Behavior – Bunchball – 2010 12- GLOVER - Play as you learn: gamification as a technique for motivating learners Published resherce - Hallam University Research Archive (SHURA) – 2013 13- María López Hernández - Healthcare gamification Serious game about COVID-19; Stay at home – Published research - Malmo university – faculty of culture and society – 2020 14- Stefan Stieglitz- Christoph Lattemann – Susanne Robra-Bissantz Rüdiger Zarnekow- Tobias Brockmann- Gamification Using Game Elements in Serious Contexts – eBook - Library of Congress – 2017 15- https://www.vapulus.com-DEC2019 16- https://www.novagame.com/DQ-Tycoon.html 17- https://www.digitaland.tv/blog/html5-game-ad-flexing-digital-muscle-nivea-men 18- https://www.gamify.com/gamification-blog/7-best-gamification-examples-2021 19- https://blog.setapp.pl/gamification-game-based-learning-difference 20- https://www.digitaland.tv/blog/html5-game-ad-flexing-digital-muscle-nivea-men 21- https://campaignbriefasia.com/2014/03/17/leo-burnett-malaysia-take-home/– April 2021 22- https://onsetfacilities.com/transparent-video-display-brings-windows-to-life/– May 2021 23- https://www.wired.com/2010/12/swedish-speed-camera-pays-drivers-to-slow-down/ https://www.gamification.co/2011/02/24/gamification-for-a-better-world-speed-camera-lottery/ | ||||
|
Statistics Article View: 325 PDF Download: 343 |
||||
