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Game dynamics and the war between social platforms

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dc.title Game dynamics and the war between social platforms en
dc.contributor.author Haziri, Fortesa
dc.contributor.author Pagria, Ina
dc.contributor.author Chovancová, Miloslava
dc.relation.ispartof Economic and Social Development (ESD): 39th International Scientific Conference on Economic and Social Development - Sustainability From an Economic and Social Perspective
dc.identifier.issn 1849-6903 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2019
dc.citation.spage 174
dc.citation.epage 182
dc.event.title 39th International Scientific Conference on Economic and Social Development - Sustainability from an Economic and Social Perspective
dc.event.location Lisbon
utb.event.state-en Portugal
utb.event.state-cs Portugalsko
dc.event.sdate 2019-04-29
dc.event.edate 2019-04-30
dc.type conferenceObject
dc.language.iso en
dc.publisher Varazdin Development & Entrepreneurship Agency
dc.relation.uri https://search.proquest.com/docview/2230263492?accountid=15518
dc.subject game dynamics en
dc.subject Facebook en
dc.subject Instagram en
dc.subject online buying behaviour en
dc.subject social media en
dc.subject user behaviour en
dc.description.abstract Due to the globalization which generated a towering competitive environment, businesses are seeking for a creative and effective strategy to succeed. Gamification is advertised as an engaging and motivating technique for end-users, customers, patients and learners. Also, social platforms and the role of maintaining lively the company image and brand are increasing its importance. Due to limited research regarding the gamification impact on consumer behaviour, this study aims to investigate and identify the the differences between customers who purchase via Facebook and Instagram when factors, such as game dynamics, are considered. For the research purpose, the independent sample t-test has been performed by using SPSS version 23 and the eta-squared and Cohen's d coefficient has been calculated manually. The results reveal that consumers who purchase via Facebook and Instagram differ regarding the feeling of belonging, advancement and expressiveness induced while purchasing. This research provides insights on the differences regarding social platforms' usage if game dynamics are considered and it enriches the current literature regarding gamification, social platforms' usage and online consumer behaviour. However, further investigation is needed to generalize the results. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1008927
utb.identifier.obdid 43880013
utb.identifier.wok 000471848300019
utb.source d-wok
dc.date.accessioned 2019-08-16T09:30:09Z
dc.date.available 2019-08-16T09:30:09Z
dc.description.sponsorship Internal Grant Agency of Tomas Bata University in Zlin [IGA/FaME/2018/2020]
utb.ou Department of Management and Marketing
utb.contributor.internalauthor Haziri, Fortesa
utb.contributor.internalauthor Chovancová, Miloslava
utb.fulltext.affiliation Fortesa Haziri, Ina Pagria, Miloslava Chovancova Tomas Bata University in Zlin, Faculty of Management and Economics, Department of Management and Marketing haziri@utb.cz Agricultural University of Tirana in Tiranë, Faculty of Economy and Agribusiness, Department of Economy and Rural Development Policies ipagria@ubt.edu.al Tomas Bata University in Zlin, Faculty of Management and Economics, Department of Management and Marketing chovancova@utb.cz
utb.fulltext.dates -
utb.fulltext.sponsorship The authors are thankful for the financial support provided by the Internal Grant Agency of Tomas Bata University in Zlin, no. IGA/FaME/2018/2020: Consumer behaviour changes and entrepreneurship for market development through digitization.
utb.wos.affiliation [Haziri, Fortesa; Chovancova, Miloslava] Tomas Bata Univ Zlin, Fac Econ & Management, Dept Management & Mkt, Zlin, Czech Republic; [Pagria, Ina] Agr Univ Tirana Tirane, Fac Econ & Agribusiness, Dept Econ & Rural Dev Policies, Tirana, Albania
utb.fulltext.projects IGA/FaME/2018/2020
utb.fulltext.faculty Faculty of Management and Economics
utb.fulltext.faculty Faculty of Management and Economics
utb.fulltext.ou Department of Management and Marketing
utb.fulltext.ou Department of Management and Marketing
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