Dissertation/Thesis Abstract

Level Up: A Stage-Based Mixed Methods Approach to Gamification Adoption in Higher Education Institution Marketing and Recruiting
by Souers, Layla A., M.S., Southern Illinois University at Edwardsville, 2014, 90; 1573457
Abstract (Summary)

The advertising landscape has changed so drastically over the last decade that marketers have had to come up with new techniques to reach their target audience. Higher education institutions are now using marketing as a way to combat some barriers to enrollment (such as declining high school graduation rates, competition for students around the globe, and public opinion of student debt). As higher education institutions rely on marketing to help solve their enrollment barriers, they are not immune to marketing challenges. Through the lens of Diffusion of Innovations Theory, this study examines factors that lead to universities' adoption or rejection of gamification into their marketing strategies. Rogers' Diffusion of Innovations theory helped to examine the phenomenon of how and why new ideas or technology are communicated through society over time and accepted or rejected. The purpose of this paper is to explore the nature of gamification adoption in higher education institution marketing and recruiting and make recommendations for further research in this field.

Indexing (document details)
Advisor: Kapatamoyo, Musonda
Commitee: Kauzlarich, David, Poepsel, Mark
School: Southern Illinois University at Edwardsville
Department: Mass Communication
School Location: United States -- Illinois
Source: MAI 54/03M(E), Masters Abstracts International
Subjects: Marketing, Higher Education Administration, Mass communications
Keywords: College recruitment, Diffusion of innovations, Gamification, Higher education marketing, Innovations, Marketing techniques
Publication Number: 1573457
ISBN: 9781321507089
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