IDEAS home Printed from https://ideas.repec.org/a/eph/journl/v8y2013i4n12.html
   My bibliography  Save this article

Gamification applied in affiliate marketing. Case study of 2Parale

Author

Listed:
  • Adrian Vicenţiu SALCU

    (The Bucharest University of Economic Studies, Romania)

  • Carmen ACATRINEI

    (The Bucharest University of Economic Studies, Romania)

Abstract

This paper is centered upon the application of gamification in an affiliate network present on the Romanian market. The first part covers the definition of gamification and basic theoretical aspects related, such as gamification elements and the pyramid, the D6 Design Framework, as well as possible environments where gamification can be applied and the design process behind it. The research focuses on the case study of 2Parale.ro, the affiliate network which has developed gamified campaigns and had outstanding results. There were employed game elements to boost both the affiliates and the advertisers' engagement, to generate more leads and increase sales. Three campaigns are analyzed by taking into account the game elements introduced in each campaign, assessing the value that the newly introduced elements had and how they affected the reaction and engagement of the affiliates, the last campaign managing to sell in one day more than the first two combined. Finally, there are presented the elements from the gamification pyramid employed, the results obtained and some conclusions are drawn based on which we offer some recommendations for future development of gamification applied in the selected business.

Suggested Citation

  • Adrian Vicenţiu SALCU & Carmen ACATRINEI, 2013. "Gamification applied in affiliate marketing. Case study of 2Parale," Management & Marketing, Economic Publishing House, vol. 8(4), Winter.
  • Handle: RePEc:eph:journl:v:8:y:2013:i:4:n:12
    as

    Download full text from publisher

    File URL: http://www.managementmarketing.ro/pdf/articole/337.pdf
    Download Restriction: no

    More about this item

    Keywords

    gamification; affiliate marketing; gamification elements; D6 gamification design framework; 2Parale challenges.;

    JEL classification:

    • D6 - Microeconomics - - Welfare Economics

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:8:y:2013:i:4:n:12. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.