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Literatura académica sobre el tema "Motivation research (Marketing)"

Autor: Grafiati

Publicado: 4 de junio de 2021

Última modificación: 31 de julio de 2024

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Artículos de revistas sobre el tema "Motivation research (Marketing)"

Henry, Harry. "Motivation Research". Marketing Intelligence & Planning 4, n.º 5 (mayo de 1986): i—234. http://dx.doi.org/10.1108/eb045739.

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Lindridge, Andrew, Sharon E. Beatty y William Magnus Northington. "Do gambling game choices reflect a recreational gambler’s motivations?" Qualitative Market Research: An International Journal 21, n.º 3 (11 de junio de 2018): 296–315. http://dx.doi.org/10.1108/qmr-10-2016-0093.

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Purpose Gambling is increasingly a global phenomenon, derided by some as exploitative and viewed by others as entertainment. Despite extensive research into gambling motivations, previous research has not assessed whether gaming choice is a function of one’s personal motivations or simply a desire to gamble in general, regardless of game choice among recreational gamblers. The purpose of this study is to explore this theme by considering “illusion of control” where luck and skill may moderate gambling motivation. Design/methodology/approach This study applies two motivation theories, hedonic consumption theory and motivation disposition theory, and examines heuristic perspectives related to gambling. Three stages of qualitative data collection were undertaken. Findings The findings indicate that for recreational gamblers, gaming choice is a function of personal motives. Hence, gamblers chose games that reflect their needs or motives, focusing on the game or games that best allow them to achieve their goals and desires. Research limitations/implications These findings shed light on an important topic and include an in-depth examination of recreational gamblers’ motivations. Further quantitative examinations should be considered. Practical implications This research could be used by practitioners or researchers in better segmenting the casino recreational gambling market. Originality/value While many researchers have examined gambling motivations and even gambling motivations by venue (e.g. casino versus online), few researchers have focused on gamblers’ choice of games and even fewer have studied recreational gamblers’ motivations with a qualitatively rich approach, resulting in some useful perspectives on drivers of recreational gamblers by personal motives.

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Tadajewski, Mark. "William A. Shryer, scientific advertising, habits and motivation research". Journal of Historical Research in Marketing 12, n.º 2 (1 de junio de 2020): 197–218. http://dx.doi.org/10.1108/jhrm-10-2019-0037.

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Purpose This paper examines a neglected stream of literature in marketing theory which engaged with the idea that there was more to consumer behavior than conscious and rational thought. Design/methodology/approach This is a close reading of the core themes that appear in William A. Shryer’s work. Linkages are made to other pertinent sources. Findings We extend McMahon’s (1972) study and offer a different reading of Shryer’s writing to that proffered in recent commentary by Tadajewski (2019), focusing on the managerial side of Shryer’s publications, connecting this to the theoretically innovative foundations based on normal and abnormal psychology. We respond to the suggestion proposed by McMahon (1972) that Shryer was an early pioneer of motivation research, largely in the affirmative. Originality/value We provide an alternative interpretation of Shryer’s writing, connecting this to an emergent “advertising science” and subsequently to contemporary strands of literature that have a “family resemblance” to his contributions. These include salient aspects of motivation research; crowd and habitual behavior; mindlessness and social cognition; and finally, empirical examinations of cumulative value theory.

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Weiger, Welf H., Hauke A. Wetzel y Maik Hammerschmidt. "Who’s pulling the strings?" European Journal of Marketing 53, n.º 9 (9 de septiembre de 2019): 1808–32. http://dx.doi.org/10.1108/ejm-10-2017-0777.

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Purpose Firms increasingly rely on content marketing to trigger user engagement in social media brand communities. The purpose of this paper is to examine how three generic types of marketer-generated content (affiliative, injunctive and utilitarian content) drive user engagement by considering distinct motivational paths and the role of users’ preference for intimate (vs broad) social networks. Design/methodology/approach The authors conduct a field survey and a scenario experiment among social media users across different brands from three different product categories. They examine the impact of marketer-generated content on user engagement while considering the moderating role of network intimacy (i.e. the mutual confiding within a user’s social network in terms of small social circles) and the mediating role of user motivations (i.e. autonomous vs controlled motivation for community membership). Findings The findings show that affiliative content (i.e. content that highlights shared values) drives user engagement through autonomous motivation, and utilitarian content (i.e. content that highlights tangible benefits) drives user engagement through controlled motivation. Notably, injunctive content (i.e. content that demands specific user behavior) is not a promising instrument to increase user engagement in social media brand communities when not targeted correctly. Research limitations/implications The authors link three generic content types derived from literature on communal systems to user engagement, demonstrate the motivational underpinnings of their translation into engagement behavior and show that network intimacy can explain why the same content type can impact user engagement through two motivational paths. Practical implications The authors present three types of content that marketers can craft to trigger users to engage with a brand’s social media community and show when this content is most effective and why. By examining the moderating role of network intimacy, this research aims at providing targeting implications to social media marketers. Originality/value This research provides new insights on the effectiveness of marketer-generated content. The authors reveal two motivational paths that compete in explaining the overall effectiveness of different types of marketer-generated content to fuel user engagement. The authors further demonstrate that these relationships depend on the intimacy of a user’s circle of online friends.

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ZIEMS, DIRK. "The Morphological Approach for Unconscious Consumer Motivation Research". Journal of Advertising Research 44, n.º 2 (junio de 2004): 210–15. http://dx.doi.org/10.1017/s0021849904040152.

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Larka, Ludmila y Svitlana Vasyltsova. "MANAGEMENT OF MARKETING RESEARCH AT THE ENTERPRISE: STRATEGIC ASPECT". Bulletin of the National Technical University "Kharkiv Polytechnic Institute" (economic sciences), n.º 1 (14 de enero de 2022): 27–30. http://dx.doi.org/10.20998/2519-4461.2022.1.27.

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The place of marketing research management in the system of strategic planning is analyzed. The purpose of the article is to systematize the strategic aspects of marketing research management in an unstable business environment. A system of key indicators of the effectiveness of marketing research management at the stages of planning, organization, motivation and control is proposed. It has been determined that the key performance indicators of marketing research management at the planning stage can be: the accuracy of the formulation of the problem and the goals of marketing research, the optimal choice of the method for conducting marketing research, the accuracy of calculating the sample size, the convenience of filling out survey forms, the optimal methodology for analyzing data based on the survey results, accuracy interpretation of the results of marketing research; degree of achievement of the goal of marketing research. The key performance indicators of marketing research management at the stage of organization can be the results of SMART-assessment of marketing research goals, ensuring a representative sample of respondents, adhering to the rules for drawing up survey forms, organizing briefing for interviewers, ensuring the convenience of conducting marketing research, ensuring the variety of marketing information providers. Key indicators of the effectiveness of marketing research management at the motivation stage can be: the interest of the personnel of marketing departments in increasing the client base, the interest of staff in marketing departments in the growth of the number of new customers, the cost of attracting customers, the cost of an order. Key performance indicators of marketing research management at the control stage can be: compliance of marketing research tools with objectives, completeness of the research plan, quality of filling out questionnaires, completeness of solving problems in reports based on the results of marketing research.

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Chi, Yeong, Marvin Glen Lovett y Orson Chi. "Gaming Motivations among American College Students". International Journal of Business and Management 12, n.º 6 (18 de mayo de 2017): 211. http://dx.doi.org/10.5539/ijbm.v12n6p211.

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The purpose of this study was to examine American college students’ motivations related to video games and to identify groups exhibiting common patterns of responses. This study investigated the video gaming motivations of American college students through the adoption of a gaming motivation scale, developed by Lafrenière, et al., which was composed of 18 Likert-typed items. A questionnaire survey, administered to 191 American college students at a public university in South Texas, was employed to collect primary data for this study. The gaming motivations of these participants were examined through factor analysis, which identified four reliable factors. Cluster analysis was then employed to identify three prominent video gaming motivation groups. This research may provide practical marketing implications by proposing effective ways to better understand and target video gaming consumers. Research results may also provide direction for developing successful marketing strategies in the video gaming industry.

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Sobh, Rana y Brett A. S. Martin. "Feedback information and consumer motivation". European Journal of Marketing 45, n.º 6 (31 de mayo de 2011): 963–86. http://dx.doi.org/10.1108/03090561111119976.

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PurposeMarketers spend considerable resources to motivate people to consume their products and services as a means of goal attainment. Why people change their consumption behaviour is based largely on these goals; many products and services are used by consumers in an effort to attain hoped‐for selves and/or to avoid feared selves. Despite the importance for marketers in understanding how current performance influences a consumer's future efforts, this topic has received little attention in marketing research. The aim of this paper is to fill some of the gaps.Design/methodology/approachThe paper provides a theoretical framework and uses two studies to test this. Study 1, of 203 women, aged 27‐65, examines the predictions in the context of women and visible signs of skin aging. Feedback information is measured and approach and avoidance regulatory systems are manipulated by priming hoped‐for and feared possible selves. Study 2, of 281 undergraduate men and women, replicates the findings of Study 1 with manipulated feedback, using a different context (gym training) and a sample of both male and females.FindingsThe research shows that when consumers pursue a hoped‐for self, it is expectations of success that most strongly drive their motivation. It also shows why doing badly when trying to avoid a feared self is more motivating than doing well.Practical implicationsThe findings have important implications as they reveal how managers can motivate customers to keep using a product or service.Originality/valueThe paper makes several contributions to the consumer goal research literature since little is known about how positive (hoped‐for selves) and negative (feared selves) reference points in self‐regulation differentially influence consumer goal‐directed behaviour.

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Presi, Caterina, Charalampos Saridakis y Susanna Hartmans. "User-generated content behaviour of the dissatisfied service customer". European Journal of Marketing 48, n.º 9/10 (2 de septiembre de 2014): 1600–1625. http://dx.doi.org/10.1108/ejm-07-2012-0400.

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Purpose – This study aims to focus on the motivation of service customers to create user-generated content (UGC) after a negative service experience. In examining this relationship, the moderating role of “extraversion” personality trait is also taken into consideration. Furthermore, the paper examines how differently motivated service customers react to a firm’s service recovery strategies, whilst insights into the relationship between UGC creation and specific online platform usage are also provided. Design/methodology/approach – Structural Equation Modeling is used to test the conceptual model, based on an empirical dataset collected from an online survey research of 239 service customers. The dataset pertains to international travellers and their UGC behaviour after a negative travel experience. Findings – Altruistic, vengeance and economic motivations are strong drivers for UGC creation after a negative service experience. Motivations also correlate to participation in specific online platforms. Furthermore, it is shown that highly extraverted customers create more UGC after a negative service experience when motivated by vengeance. Finally, higher levels of altruistic and self-enhancement motivations correlate with a positive attitude towards a firm’s response, whereas customers who are motivated by vengeance have a negative attitude towards a firm’s response. Practical implications – Customers who share their negative service experience by creating UGC in social media can be segmented according to their motivation. Service providers should inspect the UGC of their customers to understand the motivation behind it. The motivation to create UGC varies across platforms, and hence, customized service recovery strategies are required. Originality/value – This paper examines UGC creation in relation to motivation, extraversion, and attitude towards a firm’s response. This is the first reported application which collectively examines important issues like these in a unified theoretical framework.

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Rahmawati, Yessica Gustya, Ika Barokah Suryaningsih y Didik Pudjo Musmedi. "PERAN CITRA MEREK SEBAGAI MEDIASI PENGARUH CELEBRITY ENDORSER DAN VIRAL MARKETING TERHADAP MOTIVASI KEPUTUSAN PEMBELIAN OREO X BLACKPINK". BISMA: Jurnal Bisnis dan Manajemen 17, n.º 3 (30 de noviembre de 2023): 192. http://dx.doi.org/10.19184/bisma.v17i3.42225.

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This research aims to examine the role of brand image as a mediator variable in the influence of celebrity endorser and viral marketing on decision motivation to purchase Oreo X Blackpink. This research was designed using explanatory research. Respondents were Blackpink fans who use social media Twitter in Indonesia. The sample used was 112 respondents with purposive sampling as the sampling method. Path analysis is a data analysis method that was used in this research. The results showed that: (1) Celebrity endorser has a significant and positive effect on brand image; (2) Viral marketing has a significant and positive effect on brand image; (3) Celebrity endorser has a significant and positive effect on purchase decision motivation; (4) Viral marketing has a significant and positive effect on purchase decision motivation; (5) Brand image has a significant and positive effect on purchase decision motivation; (6) Celebrity endorser has a significant and positive effect on purchase decision motivation through brand image; (7) Viral marketing has a significant and positive effect on purchase decision motivation through brand image.

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Tesis sobre el tema "Motivation research (Marketing)"

Bee, Colleen Claire. "Mixed emotions : what if I feel good and bad? /". view abstract or download file of text, 2005. http://wwwlib.umi.com/cr/uoregon/fullcit?p3190507.

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Thesis (Ph. D.)--University of Oregon, 2005.
Typescript. Includes vita and abstract. Includes bibliographical references (leaves 179-187). Also available for download via the World Wide Web; free to University of Oregon users.

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Joshua, Edwin (Edwin Ratnaraj) Carleton University Dissertation Management Studies. "An examination of product knowledge and information search in consumer information processing". Ottawa, 1992.

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Smith, Andrew Peter. "Consumer's product choice behaviour : an application of chaos theory". Thesis, University of Stirling, 2000. http://hdl.handle.net/1893/1452.

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The primary aim of this thesis is to apply chaos theory to consumer behaviour research. Chaos theory is essentially a theory of time series. The specific focus is product choice consumption behaviour. The conceptual basis for the work is taken from a theory thus far developed entirely outwith the topic focus of consumer research and marketing. The concepts and methods developed by chaos theorists in the natural sciences and some social and behavioural sciences are synthesised with concepts and methods from consumer research. The objective is to both shed light on the consumption process and explore the potential of chaos theory in this field. Ultimately the work attempts to address the question of whether consumer behaviour can be 'chaotic' as described by chaos theory.In order to facilitate these objectives a diary study was conducted using sixty respondents. They were required to record their consumption of branded products for a period of three months. Five product categories were used with informants recording consumption of only one product type (twelve informants in each group). The product groups were as follows: soft drinks; savoury snacks; beer; chocolate snacks and packaged yoghurts and desserts. The data was coded and analysed by methods selected prior to data capture: weighted time series, spectral analysis and phase space analysis. One of the principal findings of the research was that distinctive forms of behaviour were identifiable within the data set as a whole from which a five-fold typology is proposed. However the complexity and individuality of the forms was marked despite this apparent typology. The spectral analysis shows little evidence of regular or periodic patterned behaviour; the series are essentially aperiodic. The phase space analysis reinforces and enhances the analysis of the weighted time series and suggests the series tend more towards chaos than ordered behaviour. The series obey certain 'rules' (i.e. they are 'randomised' but not random) consistent with the existence of determnistic chaos. Moreover they appear globally stable and locally unstable. These findings have a number of implications for various areas of consumer research (e.g. varety seeking, loyalty and other aspects of consumption) and successfully extend the application of chaos theory to another area of human behaviour research.

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Agarwal, James. "A dimensional and holistic model of consumer choice : a validation study". Diss., Georgia Institute of Technology, 1993. http://hdl.handle.net/1853/30558.

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Harris, William Detwiler. "An investigation into the effect of affect intensity on consumer responses to persuasive appeals /". Full-text version available from OU Domain via ProQuest Digital Dissertations, 1989.

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Campbell, Richard M. Jr. "Measuring consumers' evaluations of the functional, symbolic, and experiential benefits of brands /". view abstract or download file of text, 2002. http://wwwlib.umi.com/cr/uoregon/fullcit?p3061937.

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Matoušková, Tereza. "Strategie rozvoje podniku Focus CZ Marketing and IT Research s.r.o". Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223696.

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This diploma thesis deals with the strategy that leads to the development of company providing services. Proposed changes and their most leading action to eliminate the weaknesses and use opportunity, as revealed by the analysis of external and internal factors affecting business activity. These changes in the future should lead to further business growth, manifested in the profits.

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Němcová, Barbora. "Návrh rozvoje motivačního programu společnosti". Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224459.

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This diploma thesis focuses on the motivation system in a selected company. In the theoretical part, main terms will be explained which are related to this issues. The practical part is focused on the description of company and analysis of the current motivational programme. In the last part of thesis are describes proposals for improving the motivational programme.

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Gross, Justin A. Alderman Derek H. "The festival gap : comparing organizers' perceptions of visitors to a survey of visitors at the Carolina Renaissance Festival, 2005 /". Access via ScholarShip, 2006. http://hdl.handle.net/10342/1111.

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Thesis (M.A.)--East Carolina University, 2006.
Presented to the faculty of the Department of Geography. Advisor: Derek Alderman. Includes bibliographical references (leaves 114-119). Also available via the World Wide Web. Adobe reader required.

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Jiang, Ying. "Affect, perceived service quality, and satisfaction : assessing the moderating role of service setting". HKBU Institutional Repository, 2001. http://repository.hkbu.edu.hk/etd_ra/308.

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Libros sobre el tema "Motivation research (Marketing)"

Henry, Harry. Motivation research. Bradford: MCB University Press, 1986.

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Howard, John A. Consumer behaviour in marketing strategy. London: Prentice-Hall International, 1989.

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Schiffman, Leon G. Consumer behaviour. 4^a ed. London: Prentice-Hall International, 1990.

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Assael, Henry. Consumer behavior and marketing action. 5^a ed. Cincinnati, Ohio: South-Western College Pub., 1995.

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Assael, Henry. Consumer behavior and marketing action. 6^a ed. Cincinnati, Ohio: South-Western College Pub., 1998.

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Elizabeth, Hirschman, ed. Interpretive consumer research. Provo, UT: Association for Consumer Research, 1989.

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Ketelsen-Sontag, Hannelore. Empirische Sozialforschung im Marketing: Theorie und Praxis in der Marktforschung. Spardorf: R.F. Wilfer, 1988.

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Association for Consumer Research International Meeting (1985 Singapore). Historical perspective in consumer research -- national and international perspectives: Proceedings of the Association for Consumer Research International Meeting in Singapore, July 18-20 1985. Editado por Sheth Jagdish N, Tan Chin Tiong, Association for Consumer Research (U.S.) y National University of Singapore. School of Management. [Singapore]: School of Management, National University of Singapore, 1985.

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Håvard, Hansen y Kanuk Leslie Lazar, eds. Consumer behaviour: A European outlook. 2^a ed. New York: Pearson, 2011.

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Mowen, John C. The 3M model of motivation and personality: Theory and empirical applications to consumer behavior. Boston: Kluwer Academic Publishers, 2000.

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Capítulos de libros sobre el tema "Motivation research (Marketing)"

Karmasin, Helene. "Ernest Dichter’s Studies on Automobile Marketing". En Ernest Dichter and Motivation Research, 109–25. London: Palgrave Macmillan UK, 2010. http://dx.doi.org/10.1057/9780230293946_6.

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Grigoriadou, Maria y Agisilaos Konidaris. "Exploring the Motivation to Follow Small Brands on Social Media". En Strategic Innovative Marketing and Tourism, 827–35. Cham: Springer Nature Switzerland, 2024. http://dx.doi.org/10.1007/978-3-031-51038-0_89.

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AbstractSocial media have impacted numerous aspects of consumers’ social life, including consumer behavior and the consumer—brand relationship. Consumer behavior is evolving though social platforms and is shaping the perceptions and the actions of customers towards brands. As a result, more and more brands are seeking visibility through social networks, establishing an online presence, trying to trigger interaction and engagement with consumers. This paper explores consumer motivation to interact and engage with small travel brands on social media and highlights elements of the brands that make them more appealing to consumers. The paper also identified consumer attributes that make them more willing to engage with small travel brands on social media. The findings of this paper help map the factors that play a key role on the intention of a consumer to follow and engage with a small brand, while there are clear strategies indicated on how a small brand can meet the consumers’ expectations and leverage on potential cross sell opportunities. The research outputs indicate that there are distinct follower groups in terms of interaction with travel brands with unique characteristics that can be leveraged for a more effective brand positioning. In addition, there are remarkable findings on the repetitive nature of buying behavior for people following small travel brands and the potential cross sell opportunities that arise. The findings of this paper may be considered as a roadmap for small brands to improve customer engagement and consumer buying behavior.

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Samli, A. Coskun y William C. Wilkinson. "The Demise and Revival of Motivation Research: Recent Lessons from Europe". En Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference, 464–69. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17052-7_95.

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Stankovic, Valentina, Nikolaos Trihas y Irini Dimou. "Wine Tourism in Montenegro in the Post-COVID-19 Era". En Strategic Innovative Marketing and Tourism, 807–15. Cham: Springer Nature Switzerland, 2024. http://dx.doi.org/10.1007/978-3-031-51038-0_87.

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AbstractThe aim of this paper is to explore the level of wine tourism development in Montenegro, focusing on the challenges emerged by the COVID-19 pandemic. More specifically, this research examines the motivation for (or not) engaging in wine tourism, the annual volume of visitors, the services offered to visitors, the promotional actions, the critical factors for the further development of wine tourism in the country, the impact of the pandemic on wineries and the strategies the winemakers followed to cope with it. In order to meet this aim, a survey was conducted via an online questionnaire in a sample of 41 wineries from different wine-producing regions in Montenegro. Results indicate that most of the wineries have been actively involved in wine tourism, providing different activities to their visitors, as winemakers recognize both the potential of wine tourism as an economic activity, as well as specific benefits for their wineries. However, winemakers admit that wine tourism in Montenegro is still on its infancy, proposing specific measures for its further development. In addition, the majority of winemakers reported that the pandemic has heavily affected their wine tourism activity, forcing them to take multiple measures to cope with these effects and adapt to the ‘new normality’. Findings and discussions of this study are useful both to wine industry practitioners and to academic researchers interested in wine tourism.

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Daxböck, Jennifer, Maria Laura Dulbecco, Sintija Kursite, Tommy Kristoffer Nilsen, Andrada Diana Rus, Joanne Yu y Roman Egger. "The Implicit and Explicit Motivations of Tourist Behaviour in Sharing Travel Photographs on Instagram: A Path and Cluster Analysis". En Information and Communication Technologies in Tourism 2021, 244–55. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-65785-7_22.

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AbstractInstagram has been an emerging platform for tourists to share their experiences and connect with other users in the multiphasic travel stages. Despite the huge number of photographs shared on Instagram on a daily basis, it remains ambiguous regarding the underlying motives of tourists’ posting behaviour. Thus, this study aims to conceptualise a framework based on the internal and external triggers of sharing travel photographs through a mix methods design involving diary studies and questionnaires. By conducting a path analysis, this study presents and validates a theoretical model including various motivational factors; namely enjoyment, self-esteem, recognition, interests, social norms, goals, social ties, social status and prestige, self-efficiency, outcome expectations and memorabilia. Meanwhile, this research clusters young techsavvy tourists into four distinct segments based on their behaviour of using Instagram while traveling. By bridging motivational theories, social psychology, and social media in the context of tourism, this research extends literature related to user-generated content and Instagram. Practically, this research allows marketers to optimise the effectiveness of marketing strategies based on the characteristics of tourists and their behaviour on social media platforms.

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Bradley, Nigel. "Qualitative research". En Marketing Research. Oxford University Press, 2013. http://dx.doi.org/10.1093/hebz/9780199655090.003.0009.

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This chapter looks at qualitative research, one of the two main branches of inquiry. It explores some of the different methods of qualitative research to uncover the key motivation behind behaviour. Focus groups and depth interviews are of extreme importance to qualitative market researchers, so these two techniques are emphasised. The Delphi method, ethnography, semiotics, and grounded theory are also discussed. The chapter also provides a detailed examination of both the spoken word and body language, which are essential in interpreting group dynamics.

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Eroglu, Sertac y Nihan Tomris Kucun. "Traditional Market Research and Neuromarketing Research". En Advances in Marketing, Customer Relationship Management, and E-Services, 146–67. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-3126-6.ch008.

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Marketing research, dedicated to comprehending consumer behavior and purchasing practice, comprises methodical gathering, analysis, and interpretation of related data. Since the understanding of consumer behavior is a comprehensive and complicated task, the contemporary marketing studies argue that traditional marketing research should be supported by neuromarketing methods to explore consumers' psychology, motivation, and behavior. In this chapter, the advantages and disadvantages of traditional marketing and neuromarketing research methodologies and the differences between them are discussed. The traditional market research methods are explained through their qualitative and quantitative dimensions. The most commonly used grouping scheme of techniques in neuromarketing research is presented, namely, neurometric, biometric, and psychometric techniques. The marketing research supported by neuromarketing approaches enables us to look at the consumers' mind as closely as we have never experienced before and opens up new horizons in understanding consumer and marketing relationship.

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Koo, Fung Kuen y Huong Le. "Understanding Culture, Motivation, and Ethnic Consumer Behavior". En Handbook of Research on Effective Marketing in Contemporary Globalism, 47–65. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-6220-9.ch003.

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Understanding ethnic consumer behaviors through a case study of good practice and their innovative marketing strategies to ethnic consumers is important. Surprisingly, little has been done to discuss which practices and strategies may work best when marketing to ethnic consumers. This chapter presents a case study of the Immigration Museum (Melbourne, Australia) and how the organization uses strategies to promote their products and programs to ethnic consumers. The case study and in-depth interviews are the methods used. In this chapter, the authors argue that a combination of Alferder's and Schwartz's theoretical frameworks help museum marketers understand behaviors of ethnic groups, thereby using appropriate marketing strategies in encouraging their consumption. This chapter extends current marketing literature on consumers' motivation, drive, and needs, and non-profit marketing, and validates selected motivational theories. It also provides practical implications for marketers of non-profit organizations.

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O’Connell, Nadia y Ho Yin Wong. "Optimal Motivation and Governance of Education Agents". En Handbook of Research on Transnational Higher Education, 118–37. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-4458-8.ch007.

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This chapter addresses the issue of marketing higher education institutions through education agents, focusing on ways to gain a competitive advantage over other institutions in the context of increasing global competition while maintaining close management and governance of this distribution channel. Qualitative in-depth interviews were conducted with 31 Australian university international marketing managers and staff, and 16 education agents based in Australia and overseas. The findings show seven main themes, namely, service and support, joint promotion, incentives, training, gifts, social activities, and relationship enhancement. The contributions of this chapter are the provision of experiences, ideas, attitudes, and perspectives of how Australian universities work in partnership with education agents throughout the world to recruit international students in an increasingly competitive marketplace, whilst ensuring obligations are met under Australian international education legislation. This chapter provides marketing specialists, educational administrators, and policy makers with practical real life examples of motivational and management techniques.

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Hallmann, Kirstin, Sören Dallmeyer y Christoph Breuer. "Sports Tourism Marketing". En Advances in Marketing, Customer Relationship Management, and E-Services, 40–57. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-5994-0.ch004.

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Research dealing with the motives of sports tourists from a marketer's perspective remains underdeveloped. This chapter describes the phenomenon of sports tourism and aspires to examine with an empirical study the motives of winter and summer sports tourists. The first sample (n=339) was comprised of active as well as passive summer sports tourists. The second sample (n=477) only focused on active participants being winter sports tourists. Both samples were sharing a particular profile of consumers: The respondents were predominantly male, medium-aged, well-educated, and affluent. Cluster analysis based on the items of involvement and strengths of motivation revealed the clusters Casual and Committed. The Committed cluster showed a higher level of involvement, whereas sport motivation differed between the two clusters. Implications for marketing are presented.

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Actas de conferencias sobre el tema "Motivation research (Marketing)"

Beke, Judit, Marietta Balázsné Lendvai y Ildikó Kovács. "Young Consumers’ Product Perception and Consumer Motivation Towards Buying Local Products". En Fifth International Scientific Conference ITEMA Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2021. http://dx.doi.org/10.31410/itema.s.p.2021.85.

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An important aspect of sustainable food consumption is the consumption of local food. The concept of local food is often linked to sustainability which is gaining importance in the marketing communication of food brands since it fits in with the conscious consumption intentions of young people. In addition to studying the nature and consumer perception of local products, the study explores consumer motivations of young consumers aged 18-25 using qualitative focus group research method. Based on the results, the products that young consumers are willing and motivated to buy can be identified, and the most important trigger words can also be selected. Qualitative research methods were used to identify the most significant consumer motivation elements among young consumers.

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Tasevska, Gordana y Dijana Ivanovska Przo. "FORMAL AND NON-FORMAL EDUCATION IMPACT ON DEVELOPING MARKETING MANAGER COMPETENCE IN THE DIGITAL AGE". En Sixth International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2020. http://dx.doi.org/10.31410/limen.2020.279.

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Digital marketing enables companies to be virtual, in relation to customers. Modern working conditions require skillful and knowledgeable digital managers, developed competence, as well as great motivation for lifelong learning. Digital marketing managers collect potential customers’ data, conduct online research and direct development, implementation and management of online campaigns that promote a particular company and its products or services. This paper will give a deep insight into the competence of digital managers as a result of an acquired degree in this field or as a result of additional courses, training and online activities of a determined person. The combination of both alternatives is a third option that contributes to the goal of the scientific proof in the paper.

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Škravan, Antonia, Lorena Bašan, Jelena Kapeš, Ivana Prižmić y Marino Franulović. "MOTIVATION-BASED IDENTITY OF ISLAND DESTINATIONS AND TOURIST SATISFACTION: THE CASE OF CROATIA". En Tourism in Southern and Eastern Europe 2021: ToSEE – Smart, Experience, Excellence & ToFEEL – Feelings, Excitement, Education, Leisure. University of Rijeka, Faculty of Tourism and Hospitality Management, 2021. http://dx.doi.org/10.20867/tosee.06.50.

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Purpose – This study focuses on common identity attributes of Croatian island destinations based on pull travel motivators. Its main purpose is to determine the significance of the gaps between the importance and performance of these attributes, as well as to examine their influence on overall satisfaction and destination brand loyalty. Methodology – The survey was conducted in Croatia in 2020, using two interrelated questionnaires designed for two target groups, domestic tourists and Destination Marketing Organization (DMO) managers. A total of 116 valid questionnaires were collected from tourists and 6, from the DMOs of all coastal counties. Importance-performance analysis (IPA) was applied, followed by a paired sample t-test and simple linear regression analysis. Findings – The IPA results show a negative and statistically significant difference between the importance and performance of natural and cultural attributes, making them the key points of future interest for DMO managers. The regression analysis results show a statistically significant and positive influence of all island destination attributes on overall satisfaction, and the significant positive influence of satisfaction on destination brand loyalty. Contribution – The research provides evidence on satisfaction and loyalty concerning the main motivation-based identity attributes of island destinations. The results can help DMO managers to reallocate marketing efforts from low- to high-impact areas to achieve satisfaction and brand loyalty. The findings can also help reinforce the collaborative marketing activities of Croatian island destinations based on common identity attributes.

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Bogoevska-Gavrilova, Irena. "Unraveling Influencer Loyalty: Examining the Impact of Source Credibility". En Economic and Business Trends Shaping the Future. Ss Cyril and Methodius University, Faculty of Economics-Skopje, 2023. http://dx.doi.org/10.47063/ebtsf.2023.0005.

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With the emergence of social media, social media influencers have become a substantial alternative for brand promotion. Companies are dedicating an increasing portion of their overall marketing budget towards influencer marketing initiatives. To enhance the effectiveness of influencer marketing, companies and marketers should prioritize the credibility of the message source. The main motivation for the research lies in the modest research base regarding the effect of the multi-dimensional structure of source credibility on influencer loyalty. Grounded in source credibility theory, the subject of this paper is the source credibility four-dimensional construct: expertise, attractiveness, similarity, and trustworthiness of influencers aiming to investigate the impact of influencers’ credibility on social media users’ loyalty to influencers. By employing SPSS for multiple linear regression analysis on a dataset of 80 participants, the results reveal that the most influential factor positively affecting social media users' loyalty to influencers is the trustworthiness of the influencers, followed closely by the dimension of similarity. In conclusion, these research findings not only contribute to academic knowledge but also offer valuable guidance and insights for marketing managers in the selection of suitable social media influencers for collaboration.

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Čuić Tanković, Ana y Tajana Vidović. "THE INFLUENCE OF INSTAGRAM IN DESTINATION CHOICE FOR GENERATION Z: MEDIATING ROLES OF SOCIAL ESCAPISM MOTIVATION AND PLEASURE". En Tourism in Southern and Eastern Europe 2023: Engagement & Empowerment: A Path Toward Sustainable Tourism. University of Rijeka, Faculty of Tourism and Hospitality Management, 2023. http://dx.doi.org/10.20867/tosee.07.5.

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Purpose – Instagram is a social media platform that focuses heavily on visual communication, where photos and videos are shared. The purpose of this paper is to show the possible influences of Instagram on the choice of a travel destination among Generation Z. The aim of this paper is to investigate the determinants of Instagram influence for destination selection for Generation Z according to the attitude, usage of social media, and information reliability, where social escapism motivation and pleasure have a mediatic effect. Methodology – To understand better the influence of Instagram in destination selection, a theoretical systematization and analysis of previous literature is presented. Primary research was conducted based on an online questionnaire developed from previous research and adapted for the objectives of this paper. The collected data were empirically tested and validated through partial least squares structural equation modelling (PLS-SEM). Findings – The results suggest that the effect of Information reliability and Attitude are mediated by Pleasure and Social escapism motivation, while Usage of social media it is not. Attitude and Information reliability have a significant positive effect both on Pleasure and on Social escapism motivation, while Social media usage has not an significant positive effect on Pleasure and Social escapism motivation. Contribution – This research contributes to both theory and practice. It identifies the factors that contribute to importance of Instagram in destination selection for Generation Z. The antecedents as attitude, usage of social media, and information reliability in regards to the Instagram influence prove a scientific contribution of the study while contributes to knowledge of Social escapism motivation and Pleasure playing a mediating role. The practical contribution of the paper is that it presents a better understanding of behavioral intentions of Generation Z that can help destination marketing organizations to develop effective digital marketing strategies.

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Farel, Romain y Alborz Bekhradi. "Energy Efficiency of Industrial Systems: A Design Research Perspective". En ASME 2014 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. American Society of Mechanical Engineers, 2014. http://dx.doi.org/10.1115/detc2014-35056.

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Beyond the usual energy efficiency of buildings, industrial energy efficiency involves major politico-economical and environmental challenges, among which the emergence of eco-industrial parks and symbioses. Solving these challenges require reliable methodologies and tools. Having interviewed some major industrial energy stakeholders, it appeared that despite of their motivation, energy efficiency projects were not really successful because of the difficulty in identifying adequate simulation methodologies and/or tools. Moreover, in spite of multiple research projects in industrial energy efficiency, it seems that previous research works do not sufficiently support a systematic and integration view. In this paper, we propose a critical review and a categorization of energy efficiency research methodologies and tools. The analysis of these solutions results in the building of an inventory of more than 50 modeling and simulation software tools. Furthermore, a positing matrix is designed in order to map energy efficiency solutions according to identified granularity levels of industrial systems as well as their marketing maturity level.

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Bormane, Santa. "The role of integrated marketing communication for ustainable development in food production". En 22nd International Scientific Conference. “Economic Science for Rural Development 2021”. Latvia University of Life Sciences and Technologies. Faculty of Economics and Social Development, 2021. http://dx.doi.org/10.22616/esrd.2021.55.008.

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The decrease in food production output, the suspension of production, and the decrease in product demand have influenced the operation of producers and their communication with customers in 2020. This brings to the forefront the producer's role in the use of IMC for sustainable development in Latvia. The purpose of the survey of leading specialists at Latvian food producers was to find out their opinion on the trends of development and a sustainable use of IMC in business. The object of the research: IMC for sustainable development. The subject: IMC for sustainable marketing at Latvian food producers. The study uses monographic, quantitative, qualitative methods – interviews of leading specialists of producers. It represents a follow-up to the author's previous studies in the food retail industry where she researched food retail chains and conducted a survey of buyers. She developed a conceptual model of IMC for sustainable business development and found that each sector has peculiarities in product selling, service provision, etc., yet there are also common trends that apply to all industries. The author urges further market research, covering producers. The results show some trends: 1) the motivation to use IMC for sustainable development has grown due to the increased use of technologies; 2) extended periods of sedentarism have exacerbated the problem of overweight in society and given rise to demand for healthy ecological products, including natural ingredients in production; 3) the risk of employee illness and the reorganization of production has contributed to the use of digital marketing.

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Briciu, Victor-Alexandru, Arabela Briciu, Crina-Antonia Tudor y Claudiu Coman. "ANALYZING ROMANIAN AUTOMOTIVE COMPANIES WEBSITES TO EVALUATE THE ONLINE EMPLOYER OF CHOICE AND BRANDING CHARACTERISTICS". En 9th SWS International Scientific Conferences on SOCIAL SCIENCES - ISCSS 2022. SGEM WORLD SCIENCE, 2022. http://dx.doi.org/10.35603/sws.iscss.2022/s10.094.

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This paper explores the concept of employer branding in the light of external marketing that establishes the company's image as an employer of choice. The motivation is represented by the raising importance of human resource management. The employer brand is an important element from a marketing point of view; it is practically the defining image of a company. The values and symbols it embodies need to be transparent to maintain the connection with the audience, whether we are talking about customers or simply interacting with the company�s online interface. From the perspective of potential, current and former employees, the functions of an employer brand are like the generally valid brand functions, which include three main aspects: risk reduction, information efficiency and symbolic benefit. Often, potential employees cannot fully evaluate a prospective employer prior to their employment experience because they suffer from an information deficit. These concepts are developed in this research trying to highlight some of Employer of Choice constituents at the level of the official websites of automotive companies from Romania. The research focuses on the first step in the recruitment process, namely attracting candidates and uses a descriptiveexplanatory methodological framework using content analysis method to the research corpus consisting of 18 official Web pages. After synthetizing the results by analyzing and interpreting the data, the authors concluded that the organizations that developed and structured the actions in the direction of Employer of Choice have a consistent strategy by attracting ideal candidates.

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Stadler, Sebastian. "Potential Usages of Virtual Reality in Design Research and Practice – A Review". En 4th International Conference. Business Meets Technology. València: Editorial Universitat Politècnica de València, 2022. http://dx.doi.org/10.4995/bmt2022.2022.15961.

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Besides application fields such as entertainment and marketing, the technology of Virtual Reality is also applied in research and practice, including domains such as automotive, architecture, and construction. Furthermore, VR has been utilized for several activities in design practice and design research. However, the impact of this technology on design as a profession remains to be investigated. Thus, in the present study, an integrative literature review is presented to investigate the potential impact of Virtual Reality on design research and design practice. The findings indicate potential advantages on different levels. VR has the potential to enhance problem identification due to laboratorial environments and to foster co-creation due to enhanced motivation and the establishment of synergies between the involved stakeholders. Furthermore, it supports prototyping activities due to its capabilities for realistic scaling and perspectives. And lastly, VR has proven to be advantageous for design evaluations and reviews due to its visualization and immersion potential. Drawbacks of using VR for design research and practice involve technical limitations such as restricted field of view, limited performance, but also aspects such as missing accuracy for prototyping and the absence of haptic feedback. Future work will involve an extended review involving further literature and application domains.

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Markopoulos, Evangelos, Alexandro Vera Ramirez, Panagiotis Markopoulos y Hannu Vanharanta. "Gamification in a Democratic Pro-Environmental Behaviour Model towards achieving effective ESG corporate strategies." En 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1001512.

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The climate crisis has received high levels of attention from the public and scholars over the last few decades. While the search for solutions involves strict regulations and innovation in clean energy sources, changing individual behaviours towards sustainability could prevent us from reaching a point of no return. Inarguably, there is a need for strong involvement of the public and private sector organizations, changing individual organizational behaviours towards sustainability might foster a great impact in terms of lowering the effects of the climate crisis. In this context, a democratic pro-environmental behaviour (DPEBs) is introduced to enable green behaviours with individual and voluntary actions within organizations that benefit the preservation and recovery of the environment. Recycling, efficient energy consumption, reduction of meat consumption and sustainable transportation are examples of actionable PEBs that need to be fostered to contribute to the reduction of the human impact on climate change.Nevertheless, the adoption of new behaviours is a complex goal that requires the application of mechanisms to address employee intrinsic and extrinsic democratic motivation. In this vein, gamification, as a process that enhances projects and service with affordances for gameful experiences., might provide a viable alternative. The purpose of this paper is to analyse the extent to which gamification is an effective alternative to promote the adoption of democratic pro-environmental behaviours and contribute to the creation of the relative organization culture. The accepted definition of gamification for this paper is the process of enhancing a service with affordances for gameful experiences in order to support user's overall value creation. This marketing perspective approach, has more focus on the effects obtained as a consequence of activating intrinsic and extrinsic motivation through the use of gamified systems rather than the analysis of the characteristics of the game design elements, and the incentives for its practical and actual adaptation and utilization within organizations.A systematic literature review was conducted in order to exclusively retrieve - after a thorough selection process - case studies that evaluated the psychological and behavioural effects of gamified information technology systems. Psychological outcomes are related to intrinsic motivation; in the case of gamification, positive outcomes are described by gameful experience. These, in turn, are categorized in this work according to the motivational need to which they correspond and their adaptation likeness in a corporate context. On the other hand, behavioural outcomes are related to extrinsic motivation; these are the desired pro-environmental behaviours promoted extrinsically with the use of the gamified application.Fifteen studies were analysed in detail, which overall provided positive results regarding gamification’s capability to engage users by appealing to intrinsic motivation and to effectively promote the adoption of extrinsically motivated PEBs. As a result the paper presents a methodological approach and a process model that integrates democratic organizational culture elements that utilize gamification to achieve employee pro-environmental behaviours that can benefit both the economy and the society. Furthermore the proposed model is linked with the ESG criteria as a further incentive for its organization adaptation from theory to practice. The paper also indicates limitations and areas of further research on the proposed model towards green ocean strategies that can maximize its applications and impact.

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