IDEAS home Printed from
   My bibliography  Save this paper

Development of a gamified electronic learning resource for children: "Marketing in folk tales and fiction"


  • Aleksey Potebnya

    (Sofia University "St. Cl. Ohridski")

  • Neviana Krasteva

    (Sofia University "St. Cl. Ohridski")


The main idea is to check and analyze how gamification in education can affect our lives and how to use it based on our experience and the development of MP "Gamification". of the Faculty of Economics of the Sofia University "St. Cl. Ohridski" in cooperation with Technomegicland. Different methods (such as Yu Kai Chou's Octalisys), strategies and tools that are available will be explored.The aim is to review how the introduction of gamification into education will affect motivation and how it is already doing so. This will be done by providing facts, definitions, data, personal opinion and conclusions. The results of the research will cover students where attempts are made to gamify learning. Secondly, results will be achieved by using examples from folk tales and fiction in marketing, which will multiply the possibility of applying a gamified element.Similar applications have not been made in Bulgaria, there is a lack of a model and methodology for defining training needs, suitable for gamification or integration with other didactic training formats. There is a lack of clearly defined indicators for evaluating the effectiveness of gamified training. In Bulgaria, there is no prototype of a gamified platform, nor an established forum on the subject of the gamification of education.In this sense, the project has the potential for innovation and knowledge transfer to the field of education and teachers by attracting a wider range of stakeholders who can contribute to the creation, development, upgrading and testing of the gamified learning platform, as part from the education system at school and in extracurricular forms. Along with this, it is of interest to identify the main incentives and barriers to introducing gamification as a philosophy, approach and toolkit.

Suggested Citation

  • Aleksey Potebnya & Neviana Krasteva, 0000. "Development of a gamified electronic learning resource for children: "Marketing in folk tales and fiction"," Proceedings of Economics and Finance Conferences 13815827, International Institute of Social and Economic Sciences.
  • Handle: RePEc:sek:iefpro:13815827

    Download full text from publisher

    File URL:
    File Function: First version, 0000
    Download Restriction: no

    References listed on IDEAS

    1. Lee, Woojin & Gretzel, Ulrike, 2012. "Designing persuasive destination websites: A mental imagery processing perspective," Tourism Management, Elsevier, vol. 33(5), pages 1270-1280.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Li, Qian & Huang, Zhuowei (Joy) & Christianson, Kiel, 2016. "Visual attention toward tourism photographs with text: An eye-tracking study," Tourism Management, Elsevier, vol. 54(C), pages 243-258.
    2. Mohammed Jabreel & Assumpció Huertas & Antonio Moreno, 2018. "Semantic analysis and the evolution towards participative branding: Do locals communicate the same destination brand values as DMOs?," PLOS ONE, Public Library of Science, vol. 13(11), pages 1-29, November.
    3. Huseyin Arasli & Maryam Abdullahi & Tugrul Gunay, 2021. "Social Media as a Destination Marketing Tool for a Sustainable Heritage Festival in Nigeria: A Moderated Mediation Study," Sustainability, MDPI, vol. 13(11), pages 1-27, May.
    4. Foroudi, Pantea & Akarsu, Tuğra Nazlı & Ageeva, Elena & Foroudi, Mohammad M. & Dennis, Charles & Melewar, T.C., 2018. "PROMISING THE DREAM: Changing destination image of London through the effect of website place," Journal of Business Research, Elsevier, vol. 83(C), pages 97-110.
    5. Estrella Díaz & David Martín-Consuegra & Hooman Estelami, 2016. "A persuasive-based latent class segmentation analysis of luxury brand websites," Electronic Commerce Research, Springer, vol. 16(3), pages 401-424, September.
    6. González, Eva M. & Meyer, Jan-Hinrich & Paz Toldos, M., 2021. "What women want? How contextual product displays influence women’s online shopping behavior," Journal of Business Research, Elsevier, vol. 123(C), pages 625-641.
    7. John, Surej P. & De'Villiers, Rouxelle, 2020. "Elaboration of marketing communication through visual media: An empirical analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    8. Filieri, Raffaele & Lin, Zhibin & Pino, Giovanni & Alguezaui, Salma & Inversini, Alessandro, 2021. "The role of visual cues in eWOM on consumers’ behavioral intention and decisions," Journal of Business Research, Elsevier, vol. 135(C), pages 663-675.
    9. Rodríguez-Molina, M.A. & Frías-Jamilena, D.M. & Castañeda-García, J.A., 2015. "The contribution of website design to the generation of tourist destination image: The moderating effect of involvement," Tourism Management, Elsevier, vol. 47(C), pages 303-317.
    10. Assumpció Huertas & María Isabel Míguez-González & Natàlia Lozano-Monterrubio, 2017. "YouTube usage by Spanish tourist destinations as a tool to communicate their identities and brands," Journal of Brand Management, Palgrave Macmillan, vol. 24(3), pages 211-229, May.
    11. Pike, Steven & Page, Stephen J., 2014. "Destination Marketing Organizations and destination marketing: A narrative analysis of the literature," Tourism Management, Elsevier, vol. 41(C), pages 202-227.
    12. Ha, Sejin & Huang, Ran & Park, Jee-Sun, 2019. "Persuasive brand messages in social media: A mental imagery processing perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 41-49.
    13. Assumpció Huertas & Antonio Moreno & Jordi Pascual, 2021. "Place Branding for Smart Cities and Smart Tourism Destinations: Do They Communicate Their Smartness?," Sustainability, MDPI, vol. 13(19), pages 1-18, October.
    14. Heller, Jonas & Chylinski, Mathew & de Ruyter, Ko & Mahr, Dominik & Keeling, Debbie I., 2019. "Let Me Imagine That for You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability," Journal of Retailing, Elsevier, vol. 95(2), pages 94-114.
    15. Houliston, Linda & Ivanov, Stanislav Hristov & Webster, Craig, 2020. "Nationalism in official tourism websites of Balkan countries: a multimodal analysis," SocArXiv px8ak, Center for Open Science.
    16. Lee, Jung Eun & Shin, Eonyou, 2020. "The effects of apparel names and visual complexity of apparel design on consumers' apparel product attitudes: A mental imagery perspective," Journal of Business Research, Elsevier, vol. 120(C), pages 407-417.
    17. Valeriano Piñeiro-Naval & Paulo Serra, 2019. "How Do Destinations Frame Cultural Heritage? Content Analysis of Portugal’s Municipal Websites," Sustainability, MDPI, vol. 11(4), pages 1-18, February.
    18. Kim, Minjeong & Kim, Jung-Hwan & Park, Minjung & Yoo, Jungmin, 2021. "The roles of sensory perceptions and mental imagery in consumer decision-making," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    19. Maier, Erik & Dost, Florian, 2018. "The positive effect of contextual image backgrounds on fluency and liking," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 109-116.
    20. Zajadacz Alina & Minkwitz Aleksandra, 2020. "Using Social Media Data to Plan for Tourism," Quaestiones Geographicae, Sciendo, vol. 39(3), pages 125-138, September.

    More about this item


    marketing; gamification; fairy tales;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


    Access and download statistics


    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:sek:iefpro:13815827. See general information about how to correct material in RePEc.

    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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Klara Cermakova (email available below). General contact details of provider: .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.