Exploring teachers' experience of gamification in a marketing context

Sammanfattning

This thesis explores how teachers experience gamification elements in digital marketing communication. To conduct this study, Teknikåttan is used as a case to gather real-life insights. The purpose of this thesis is to investigate how teachers experience and interpret gamification elements in digital marketing communication, and how these experiences influence their willingness to engage. It also aims to explore teachers’ attitudes towards the use of gamification in this way. The study uses semi-structured interviews as a method, conducting interviews with ten middle school teachers. The teachers were shown three social media prototypes containing different gamification elements. The data was analyzed through a thematic analysis. The result of the study shows that gamification can influence and engage teachers in digital marketing communication. Rewards and competition captured attention and created excitement and it created curiosity and meaningful engagement. Teachers’ engagement was also influenced by how they believed their students would perceive the activity. Teachers mostly have a positive attitude toward gamification in digital marketing communication. However, some skepticism was brought up by the teachers as they emphasized how important it is to balance the gamification elements with clarity and purpose.