Advertising Gamification as an Educational Tool: A Quantitative Study in University Training Environments
Advertising Gamification as an Educational Tool: A Quantitative Study in University Training Environments
Author(s): Liliana Coronado Larraga, Juan Jose Lopez Navarro, Manuel David Isín Vilema, Diana Marcela Figueroa Fonseca, Diego Omar Guevara TorrecillasSubject(s): Higher Education , Marketing / Advertising, Sociology of Education
Published by: Transnational Press London
Keywords: Gamification; Higher Education; Educational Advertising; Interactive Learning; University Environment;
Summary/Abstract: Gamification has been presented as a revolutionary tactic to promote learning in training contexts. This quantitative analysis examines the effect of advertising gamification as a teaching resource in university environments, assessing its effectiveness in motivating, preserving knowledge and involving students. A structured survey was carried out with 210 students from universities in Latin America, followed by a descriptive and inferential statistical study. The findings indicate that gamification based on advertising actions significantly enhances motivation and enhances content comprehension, establishing itself as an effective pedagogical option. It is recommended that it be systematically incorporated into higher education programmes.
Journal: Journal of Posthumanism
- Issue Year: 5/2025
- Issue No: 6
- Page Range: 2512-2519
- Page Count: 8
- Language: English
