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ICT based Gamification in the Dissemination of Content

Abstract:

This research refers to gamification as a content strategy in marketing and aims to analyze author resources that focus on content dissemination to increase customer satisfaction and commitment through engagement. The research is of an experimental-exploratory type through a quantitative approach; the survey technique and an instrument with Likert scale items previously validated by Cronbach's Alpha with a calculation of 0.842 are used, that is, the instrument was reliable for the investigation; for the development of resources, they are created through the ADDIE model; and the post-test focused on the TAM model. The results obtained from the research show that users accept the technology through gamification resources, which allow them to have a better motivation the purchase a product. It is concluded that gamification is currently an innovative tool for the consumer, as well as having an impact on decision-making in the acquisition of new services.