Gamificação: Ferramenta De Engajamento Entre Geração Y E Marcas

• Main Authors: Adriana Bernadete Barros Carvalho Garcia, Karla Cristina Bastos de Souza, Paulo Marcelo Canettieri de Almeida
• Format: Article
• Language: English
• Published: Centro Universitário Teresa D'Ávila - UNIFATEA 2017-07-01
• Series: ECCOM
• Subjects: Gamification; Games; Digital Marketing; Advertising; Consumer behavior; Generation Y
• Online Access: http://publicacoes.fatea.br/index.php/eccom/article/viewFile/1909/1376

Every day the public is bombarded with thousands of advertisements on the Internet, most of them are discarded automatically. In this process countless brands lose relevance. Data show that millions of users use apps that block advertising display on electronic devices, it shows that the consumer, particularly the Generation Y, is exhausted from traditional online advertising. The disinterest that advertising has generated in the public shows that it is more than necessary to review the way of communication between company and client. This paper investigates the Gamification, a term that refers to the use of game mechanics in different areas, as an alternative of interaction between the individual and an organization.