Abstract
Digital marketing gamification and limitations of its strategic power: exploring the online universe of the consumer in critical contexts of political economy
Highlights
The game paradigm in digital marketing strategies is a formal language that describes conscious and goaloriented decision making processes involving one or more players (Shubik 1972) based on the neo-classical economic theory (Herbig 1991), that every player has complete information; they know all the rules of the business game and the preferences of other players for each result
The basic assumption is that the decision-making process is one of rationality where every player takes decisions founded on maximization of her utility function
Results are affected by the length of a game, whose perspective is based on interactivity and attempts to establish equilibrium between various players are futile
Summary
The game paradigm in digital marketing strategies is a formal language that describes conscious and goaloriented decision making processes involving one or more players (Shubik 1972) based on the neo-classical economic theory (Herbig 1991), that every player has complete information; they know all the rules of the business game and the preferences of other players for each result. The paradigm assumes too that it is possible to relate the economic definition of a game to the marketing decision-making process (Di Benendetto 1986) It upholds that a digital marketplace signifies a well defined set of possible ways of predictable action for each player; any player has well defined preferences within the possible results of the game. A player‟s preferences correspond to a product‟s objective decided by management and relations and results are contingent on competitors‟ choices in the market and the best information optimizes the decision making process. Adjustments from the viewpoint of competition, interdependence and competitors‟ interactions (Branderburger and Nalebuff, 1995, 1996), have been attributed to win-win games, beyond competitive scenarios These “mixed strategies” are attempts to make up for the impossibility of obtaining complete information in the neo-classical model (Cho and Kreps 1987, Eliashberg and Robertson 1988). There are certain realities that are absent from the game paradigm such as the creation of a business‟ image and its effect on the market
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