Identifying the Components of Gamification in Content Marketing

Abstract

Purpose: The purpose of this research was to identify the components of gamification in content marketing based on the perspectives of managers and librarians at Malek National Library and Museum. Methodology: This study employed an applied research approach and utilized a descriptive survey method. The research population consisted of all managers and librarians (totaling 20 individuals) at Malek Library and Museum. A researcher-developed questionnaire consisting of four components and 50 items was used as the data collection tool. The validity of the questionnaire was determined through expert opinions, and its reliability was evaluated using Cronbach's alpha coefficient (0.779). Data analysis was performed using SPSS software version 24, utilizing descriptive statistics such as frequency percentage, mean, standard deviation, and Friedman's test. Findings: According to the research participants, the factor of gamification mechanics with an average rating of 2.13 was deemed more important in content strategy. In terms of content production, the dynamics of gamification had a higher average rating of 2.31 compared to the other two factors. For content creation and optimization, participants considered the dynamic gamification factor (average rating of 2.19) as more significant than the other two factors. Lastly, in the context of content dissemination and distribution, the gamification mechanics factor was rated highest with an average rating of 2.38 compared to the other two factors. Conclusion: From the viewpoint of librarians and managers at Malek Library and Museum, the elements of gamification mechanics and dynamics were the most important factors in content marketing. Value: Given the nature of service provision in libraries and museums, as well as their contribution to national production, the integration of gamification and content marketing can greatly assist in growth, expansion, and meeting customer needs and demands