Document Type : Research Paper
Authors
1 Assistant Professor, Department of Management, Allameh Tabataba’i University Research Institute, Tehran, Iran Corresponding Author: saadi1001@yahoo.com
2 Prof, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran
3 Ph.D. student of Business Administration, University of Mohaghegh Ardabili , Ardabil, Iran
Abstract
Objective: Social gamification has been widely used in various industries to increase user engagement and change the rules of engagement in business management. Designing social gamification can help shape user behavior to some extent and increase the level of business performance. Considering the role and impact of gamification in speeding up the development of businesses, the importance of this issue is highlighted. Methodology: With the aim of providing a model for the role of social gamification in the development of businesses in a descriptive manner, this research developed and validated a conceptual framework with the foundational data method through in-depth semi-structured interviews. The statistical population includes experts and experts in the fields of gamification, online businesses, experts in information science and technology, and social media, among whom 12 people were selected and participated in this study by purposeful sampling. The number of samples follows the rule of saturation. Findings: Causal conditions including (facilitating learning and training, strengthening social interaction, promoting participation motivation, improving work experience and competition), background conditions including (participation and social responsibility, training and development of human resources, marketing and game-like advertising) intervening conditions ( lack of correct understanding of gamification by users, incompatibility of gamification with business goals, incorrect design of gamification), strategies (creativity and innovation, development and continuous improvement of processes, simulation and role playing), consequences including (better analysis and feedback, simplification of issues) complex, business performance improvement, synergy and business growth with gamification, sales and revenue convergence) were categorized.
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