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Let’s play! Gamification as a marketing tool to deliver a digital luxury experience | SpringerLink
Source: link.springer.com
Article summary:
1. The COVID-19 crisis has had a significant impact on the luxury goods industry, with sales dropping 23% in 2020.
2. Luxury companies have been turning to digital channels to engage consumers, including gamification as a tool to create an immersive experience.
3. There is limited research on the implications of gamification for luxury companies, and this article aims to investigate its features in delivering a digital luxury experience.
Article analysis:
The article Let’s Play! Gamification as a Marketing Tool to Deliver a Digital Luxury Experience is written by two authors from the University of Bologna and published in SpringerLink. The article provides an overview of how the COVID-19 pandemic has impacted the luxury goods industry and how companies are turning to digital channels, such as gamification, to engage consumers. The authors present their research question – what are the features of gamification as a marketing tool to deliver a digital luxury experience? – and use qualitative methodology in the form of case study to answer it.
The article is generally reliable and trustworthy; however, there are some potential biases that should be noted. First, while the authors provide evidence for their claims about the impact of COVID-19 on the luxury goods industry, they do not provide any evidence for their claims about how younger generations are more likely to purchase luxury items online or that gamification can create an immersive experience for customers. Additionally, while they mention numerous examples of fashion brands using gamification tools, they do not explore any counterarguments or potential risks associated with these tools. Furthermore, while they discuss how companies can use gamification tools to deliver a digital luxury experience, they do not provide any evidence or data on whether these tools have actually been successful in doing so.
In conclusion, while this article provides an interesting overview of how companies are using gamification tools in their marketing strategies during the pandemic, it does not provide enough evidence or data to support its claims or explore potential risks associated with these tools.