Showing 3 results for Engagement
Reza Basirianjahromi, Zahed Bigdeli, Gholamreza Haidari, Alireza Hajiyakhchali,
Volume 3, Issue 2 (9-2016)
Abstract
Background and Aim: Gamification refers to the use of game elements in non-game contexts to motivate engagement. This definition is the most comprehensive one presented so far. The term was proposed first in 2002 but it has been prolonged 8 years to attract individuals’’ attention. Gamification has been applied in various contexts according to its capabilities. The current study aims to investigate the concept of gamification and its dimensions in library environment.
Methods: This study used review method as well as comprehensive and systematic study to assess the concept of gamification in accordance with library environment.
Results: The results showed that gamification dimensions could improve the library functions and users’ loyalty. This could help libraries to solve the “engagement crisis”.
Conclusion: Playful engagement is an important approach to help librarians to attract maximum audience in the new information landscape. To achieve this, gamification and its elements can play an important role.
Siavash Salavatian, Kianoosh Karimi,
Volume 4, Issue 3 (12-2017)
Abstract
Background and Aim: Islamic Republic of Iran Broadcasting (IRIB), as the only local pervasive broadcasting service in Iran, has faced with serious challenges by the advent of new technologies and changes in media communication models in recent years. For this purpose, IRIB is going to lunch the IPTV in order to achieve the new media technologies and keep its situation in the media consumption baskets of Iranian families. However, employing a scientific method is needed to guarantee success due to the high costs of this work.. Therefore, with regard to a research vacuum in this field, this study aimed to recognise the capabilities of Gamification to increase audience engagement in IPTV.
Methods: the preset study first tried to recognise the IPTV services with the highest gamification capability using three consecutive research methods including documentary studies, Delphi (in three consecutive rounds) and interviews. Then, capabilities of Gamification with the highest ability to gamify those services and practical examples of how to gamify these services were presented.
Results: In result of documentary and delphi (three consecutive rounds) studies, 12 IPTV services with gamification capability and 13 gamification capabilities with integrated ability with those services were selected by experts who were involved in study of community surveyed. Finally, in order to being more tangible, profound interviews were made with gamification experts and practical examples of integrated Gamification Capabilities with the IPTV services presented.
Conclusion:Th implementation of gamification technology in Iran’s IPTV media can act as a incentive technology in order to attract, engage and hold the audiences. It is also able to change Iran’s IPTV media as an affordable media with reference to its high launching costs. This technology can also be a tool to guarantee success of this media among media competitive environment.
Hossein Norouzi, Negin Maleki, Sajad Abdolahpour,
Volume 5, Issue 4 (3-2019)
Abstract
Background and Aim: Today, the physical presence and traditional advertising in order to compete in the market of many businesses, especially the banking industry, is not enough, and the era of competition has tended to be digital or online. The purpose of this study is to investigate the effect of social media brand engagement on brand equity, with emphasis on the moderating role of trust and its impact on brand performance among the customers of the Bank Melli Iran of Tehran Province.
Methods: In terms of the objective, the study is a descriptive work and survey in nature, an applied work in terms of usage, and a correlation work in terms of implementation. In this regard, 385 customers of the Bank Melli Iran of Tehran province responded to the questionnaire by multi-stage cluster sampling.
Results: The results of the research showed that all the factors of identity, information availability, entertainment, personalized advertisements and brand affiliation have a positive and significant effect on social media brand engagement. The results also showed that social media brand engagement have a positive and significant effect on brand equity and brand equity on brand performance. In the end, the results showed that the trust variable in the relationship between social media brand engagement and brand equity has a moderating role.
Conclusion: In order to enhance the brand performance of the Bank Melli Iran, paying attention to engaging customers through social media and increasing their trust in influencing brand engagement and brand equity is important.
