User Engagement In Finnish Mobile Health Applications: Use of Gamification and Social Elements
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School of Business |
Bachelor's thesis
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Authors
Date
2018
Department
Major/Subject
Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
55 + 6
Series
Abstract
Objectives The main objectives of this study were to analyze how gamification and social elements are used to engage the users of Finnish mobile health applications, as well as the possible connection between these two aspects. Additionally, the relationship between theory and practice is explored through the most relevant consumer psychology frameworks and models. Concerning user engagement, the study focuses particularly on motivation creation. Summary In the rapidly growing field of mobile health, successful consumer engagement is critical. In this thesis, diverse means for motivation creation are covered to answer the above-mentioned objectives. Four Finnish health applications were chosen for the analysis according to their diverse purposes and features. Qualitative interviews were conducted for four implementers and three active users of these applications. Both viewpoints were explored to understand the big picture; tools used to build motivation and outcomes in the mind of the consumer. Conclusion The research indicates that there is an intertwined connection between gamification, social elements, and user engagement. The results propose that social elements are required to make game elements fully motivational. Means and tools used for motivation creation vary according to the nature and purpose of the application. Experience-driven applications create motivation through social and game elements, whereas more data-driven ones use more functional tools to motivate. Theories considered in health application development mainly consist of social-centered models.Description
Thesis advisor
Altobello, SuzanneKeywords
mobile health, gamification, motivation, consumer engagement, user engagement, social elements, game elements