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More than just a game: exploring the gamification mechanics and procedural rhetoric of the Air Miles Loyalty Program community

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thesis
posted on 24.05.2021, 15:00 by Ian Ray Barcarse
This major research paper explores the use of gamification mechanics and procedural rhetoric to engage loyalty program communities on social media. In doing so, this study investigates the influences of online communities, the applications of gamification mechanics and procedural rhetoric, as well as the role and agency of consumers. A quantitative content analysis was used to analyze a sample of 10,000 tweets related to the Air Miles Rewards Program. The results showed that gamification mechanics and procedural rhetoric were present in the Twitter conversations. However, they were used differently to achieve various elements of community based on competing interests by authors. Findings from this study contribute to the academic and professional world of communication, and can inform digital marketing and social media strategies for community engagement

History

Language

eng

Degree

Master of Professional Communication

Program

Professional Communication

Granting Institution

Ryerson University

LAC Thesis Type

Thesis