소셜네트워크 서비스 기반 게이미피케이션 마케팅 연구 = A Study on Gamification Marketing based on Social Network Service

다국어 초록 (Multilingual Abstract)

Along with popularization of smart phone and routinization of social network service, enterprises are using several social network services as a marketing channel to raise brand awareness and conduct PR. Enterprises have been utilizing an element of ``Gamification`` representing a functional aspect and emotional pleasure of a game in order to attract users`` attention and increase their voluntary participation since the early social network service marketing. However, social network service system contains functional roles of Gamification components rather than they function separately. Hence, this research intends to examine Gamification elements of social network service and characteristics occurred when enterprise uses several social network services as a marketing channel. Besides, it aims at suggesting a marketing guideline for Gamification based on social network that may induce users`` interest and increase an immersion effect. Firstly, this study examined concepts and characteristics of social network service and Gamification centered on literature research. Secondly, it summarized a game mechanics, dynamics and a fun type of Gamification components. Thirdly, based on theoretical research, it collected Gamification marketing cases of 5 enterprises including ``Coca Cola Korea``, ``Lotte Mart``, ``Canon Korea``, Kolon Sports`` and ``Uniqlo Korea`` that utilize more than 3 of 4 social network services including ``Kakao Story``, ``Band``, ``Facebook`` and ``Instagram`` used the most in our nation, analyzing characteristics of Gamification marketing and deriving a suggestion. Finally, it suggested a guideline for Gamification and social network service to build a foundation for a Gamification marketing plan through social network service.