The value of data gathering through gamification by a mobile application

This thesis was conducted in order to analyze the Icelandic grocery retail market in terms of new technological advantages of data gathering of personal information in a mobile application through the means of mobile marketing. Two studies were conducted in order to understand how those technological advantages can potentially change a buying behavior. Study 1 consisted of a research which was built upon in-depth interviews that were conducted in line with ethnographic research methods. These interviews were intended to investigate opinions and attitudes from four individuals that work for four different companies in the Icelandic marketplace. Study 2 was based on a single subject experiment in a form of a lottery game through a mobile application, using gamification. The aim was to affect the buying behavior of grocery retailing application users through an intervention sent to their smartphones via the mobile application Strimillinn. Results showed that the lottery game had an effect on users buying behavior, as the preferred product used in the experiment, increased in both sales value and sales volume. After conducting those two studies, it is clear that data gathering through mobile devices can be very beneficial for companies in order to personalize each message that is sent out to consumers, based on their needs and preferences. Keywords: Mobile marketing, data gathering, mobile application, retailing, buying behavior, gamification, in-depth interviews

Authors dc:creator

• Alexía Imsland 1992-
• Sigurgeir Már Sigurðsson 1982-

Contributors dc:contributor

• Háskólinn í Reykjavík

• Viðskiptafræði
• Markaðssetning
• Kauphegðun
• Snjallsímar
• Business administration
• Marketing
• Consumer behavior
• Mobile telephones

Language dc:language.iso

en

Handle dc:identifier.uri

http://hdl.handle.net/1946/25342

OAI identifier oai:identifier

oai:skemman.is:1946/25342