Μεταπτυχιακές Εργασίες

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Gamified prospect of Human Resource Department
Pantazis, Ioannis; Athens University of Economics and Business, Department of Business Administration; Athens University of Economics and Business, Department of Marketing and Communication; Doukidis, Georgios
This thesis reviews the growing trend of using ‘Gamification’ within traditional enterprise human resources (HR) processes and practices. As gamification quickly becomes a hot topic across a wide range of industries, business functions and academia, and now holds a place in the Oxford English dictionary, it is a concept that has been hailed as a “game changing layer" and mocked as a “useless buzzword". According to Gartner (2012), Gamification will be in 25% of redesigned business processes by 2015, will grow to a $2.8 billion business by 2016 and 70% of the top global 2000 businesses will have at least one ‘gamified’ application by 2014. Research shows that amongst the initial adopters of gamification mechanics is the corporate HR department. Pioneers within the function are working with industry analysts and gaming organizations to build gaming platforms to deliver loyalty based or game based applications for their employees. This thesis will explore the literature available to date on this new but growing concept along with the fundamentals of people motivation and engagement mechanisms and explore how it HR professionals can support the strategic goals on employee training with gamification platforms. The document begins by examining the fundamentals of people motivation and engagement. It then focuses on the mechanism of interest creation and presents the flow theory. Following this, the thesis assesses how engagement, motivation and interest affects learning and will shortly present the Fogg Model. In addition, the basis of gamification are explained by presenting the game environment, the game elements and the game design. Closing the literature review, the thesis examines the challenges that gamification faces when it comes to be applied on corporate learning and we will present the commonly used methodology of applying gamification. In the next chapters of this thesis we describe the used methods for the research and data collection. The thesis will follow the Core Attitudinal Model in order to identify how job satisfaction dimensions affect the employees’ intention of participating in corporate trainings and how the induction of gamification elements may affect these intentions. The findings indicate that game and gamification can be used in the context of training as a tool to increase the engagement, motivation and interest towards the training activities in cases that employees’ willingness to participate is very low.
Mobile shopper behavior towards in store proximity marketing using beacons: the role of shopping motivations
Vlachogiannis, Miltos; Βλαχογιάννης, Μίλτος; Athens University of Economics and Business, Department of Business Administration; Athens University of Economics and Business, Department of Marketing and Communication; Doukidis, Georgios
Shopper behavior in the mobile environment is rapidly evolving. Same time, proximity marketing practices are becoming extremely popular in the retail setting due to the emergence of Bluetooth Low Energy beacons; however the academic research regarding the implications of such technologies on consumer behavior is limited. This paper performs an extensive review of existing literature on mobile marketing, shopper marketing, consumer behavior, and proximity marketing to study the factors that influence shopping decisions in the mobile context. As a key finding, a systematic and careful research on the ever changing mobile shopper behavior should be performed, so that retailers could leverage the capabilities of mobile. To this end, drawing on previous literature that examined utilitarian and hedonic motives for shopping, the author proposes a quantitative approach to measure how in store proximity marketing activities influence shopping decisions based on the shopper’s motivations. Moreover, a detailed presentation of beacons technology is provided including its value for consumers and firms as well as popular use cases in retail. The findings of the study provide implications for both managers and academics in designing mobile marketing strategies based on an understanding of shoppers’ behavior.

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Πλοήγηση Μεταπτυχιακές Εργασίες ανά Επιβλέπων "Doukidis, Georgios"