Gamification as an approach to meet the new customer in the Web 2.0 era

New channels and emerging technologies facilitate the access and sharing of information, resulting in a power-shift towards the consumer (Christodoulides, 2009). Those empowered consumers decide for themselves where, how and which voices to hear (Winer, 2009). Thus, the hitherto prevailing paradigm of push-marketing has been replaced by pull-marketing. 

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