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.
|Commitee:||Kauzlarich, David, Poepsel, Mark|
|School:||Southern Illinois University at Edwardsville|
|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|
Copyright in each Dissertation and Thesis is retained by the author. All Rights Reserved
The supplemental file or files you are about to download were provided to ProQuest by the author as part of a
dissertation or thesis. The supplemental files are provided "AS IS" without warranty. ProQuest is not responsible for the
content, format or impact on the supplemental file(s) on our system. in some cases, the file type may be unknown or
may be a .exe file. We recommend caution as you open such files.
Copyright of the original materials contained in the supplemental file is retained by the author and your access to the
supplemental files is subject to the ProQuest Terms and Conditions of use.
Depending on the size of the file(s) you are downloading, the system may take some time to download them. Please be