Russo, Federica (A.A. 2024/2025) Redefining consumer engagement in luxury: the role of gamified experiences in attracting younger generations. Tesi di Laurea in Managerial decision making, Luiss Guido Carli, relatore Luigi Marengo, pp. 82. [Master's Degree Thesis]

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Abstract/Index

Literature review. Luxury: definition and evolution. The impact of new generations on the luxury market. Gamification, a new marketing strategy for luxury brands. The Gucci case. The Gucci case: an iconic brand in the luxury sector. Gucci’s revival: from crisis to global success. Gucci’s digital evolution in the luxury industry. Gucci arcade: the first step towards gamification. Gucci in the metaverse: redefining consumer engagement. The impact of gamification on consumer engagement: the SCIAS model. Conclusions of the Gucci case. Research method and results. Research objectives & data collection. Data analysis. Section 1: what is gamification? Section 2: gamification experience. Section 3: gamification explained. Section 4: barriers to purchase. Knowledge and perception of gamification. Engagement generated by gamification. Digital luxury vs physical luxury. Barriers to purchase and the potential of gamification. The effectiveness of gamification in engaging new generations.

References

Bibliografia: pp. 72-81.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair:	Managerial decision making
Thesis Supervisor:	Marengo, Luigi
Thesis Co-Supervisor:	De Angelis, Matteo
Academic Year:	2024/2025
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	25 Sep 2025 14:41
Last Modified:	25 Sep 2025 14:41
URI:	https://tesi.luiss.it/id/eprint/43320

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