RT info:eu-repo/semantics/doctoralThesis
T1 Full-fledged games as marketing tools: Gamification and user experience in diverse contextual settings
A1 Vega Riera, Elías
A2 Universidad de Valladolid. Escuela de Doctorado
K1 Marketing
K1 Marketing and market research
K1 Marketing
K1 6114.13 Marketing
AB This doctoral thesis investigates the potential of gamification through full-fledged games as a strategic tool to enhance user experience and to support its integration into marketing and communication initiatives. The research is grounded in the growing academic and practical interest in using game-based experiences to foster engagement, influence behaviour, and improve perceptions of brands.The thesis begins with a narrative literature review that identifies critical gaps in current research on gamification, particularly in relation to the use of complete games across various sectors. This review highlights six key themes requiring further exploration: the role of context, the influence of format, the need for a holistic view of user experience, the psychological mechanisms involved, the impact of game features, and user responses to brands within gamified environments.Building upon this foundation, the thesis presents four empirical studies that examine the application of full-fledged games across different real-world contexts: an online retail website, a brand narrative delivered through a game, an environmental awareness campaign via a serious game, and a cultural tourism experience using virtual reality. These studies explore how different game formats (web, mobile, VR) and design characteristics influence user perceptions and behaviours.Beyond simply confirming the effectiveness of gamification, the research delves into the psychological processes that mediate its impact. Constructs such as flow, narrative transportation, presence, autonomy, and emotions like guilt are analysed to better understand how game-based experiences shape user engagement. Results show that full-fledged games can significantly improve user experience across dimensions such as entertainment, informativeness, and sensory appeal.Furthermore, the findings demonstrate that these improvements in experience are associated with positive cognitive, attitudinal, and behavioural outcomes, including increased awareness, favourable brand evaluations, greater willingness to purchase or recommend, and higher intention to revisit or share content. The consistency of these effects across diverse sectors reinforces the robustness and practical relevance of the conclusions.In sum, this thesis contributes to the academic understanding of gamification by offering a multidimensional analysis of its impact and by providing actionable insights for practitioners aiming to leverage games in marketing, educational, or experiential contexts. It highlights not only the potential of using full-fledged games to improve user experience, but also the importance of thoughtful design and contextual adaptation to maximise their effectiveness.
YR 2024
FD 2024
LK https://uvadoc.uva.es/handle/10324/80026
UL https://uvadoc.uva.es/handle/10324/80026
LA eng
NO Escuela de Doctorado
DS UVaDOC
RD 24-nov-2025