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dc.contributor.authorHoek, Felicia van
dc.date.accessioned2021-06-02T09:54:35Z
dc.date.available2021-06-02T09:54:35Z
dc.date.issued2021
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/76157
dc.description.abstractOver the years, social media has been growing and changing exponentially. With that comes the importance of social media marketing and the need for user interaction and engagement. To keep up with the changes, marketeers are forced to continuously keep adapting their (digital-) marketing strategies as well as their overall marketing efforts. Research suggests that gamification can be used as a useful tool to add- and build sustained value through interpersonal interactions. Existing research shows a limitation when it comes to linking gamification to theoretical principles, the connection is thin, and the empirical research is scarce. The existing studies have mainly been founded on similar, often motivation-related theories – with in particular the Self-Determination Theory, with some studies lacking a theoretical foundation entirely. Additionally, limitations were recognised in the existing research merely investigating the connection between few gamification mechanics and/or brandrelated aspects, only covering a few aspects of gamification. Therefore, this thesis aims to contribute to the existing research by analysing how Duolingo, a language learning platform, uses different gamification elements in their social media. A qualitative content analysis is conducted with the data consisting of 353 Instagram posts from Duolingo, published between October 2012 and January 2021. The findings show the utilisation of multiple, frequently used gamification elements across different social media post types, as well as close relations between different gamification dimensions, i.e. the five different groups Performance/measurement, Ecological, Social, Personal, and Fictional, with each of these group including a number of different gamification elements, such as Acknowledgement, Chance, and Competition, among others.en
dc.format.extent115
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.subject.othergamification elements
dc.subject.othergamification dimensions
dc.subject.othergame-like elements
dc.subject.otherDuolingo
dc.titleGamification on social media : a study on Duolingo's use of gamification on Instagram
dc.identifier.urnURN:NBN:fi:jyu-202106023391
dc.type.ontasotPro gradu -tutkielmafi
dc.type.ontasotMaster’s thesisen
dc.contributor.tiedekuntaKauppakorkeakoulufi
dc.contributor.tiedekuntaSchool of Business and Economicsen
dc.contributor.laitosTaloustieteetfi
dc.contributor.laitosBusiness and Economicsen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineMarketingen
dc.rights.copyrightJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.rights.copyrightThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.type.publicationmasterThesis
dc.contributor.oppiainekoodi20423
dc.subject.ysoInstagram
dc.subject.ysopelillistäminen
dc.subject.ysososiaalinen media
dc.subject.ysoInstagram
dc.subject.ysogamification
dc.subject.ysosocial media
dc.format.contentfulltext
dc.type.okmG2


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