Metodologia de gamificação para ações de marketing social na doação voluntária de sangue
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Tese |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da UFPB |
Texto Completo: | https://repositorio.ufpb.br/jspui/handle/123456789/20027 |
Resumo: | This thesis establishes practical guidelines for a social marketing approach with game elements. It is specifically a gamification methodology for social marketing actions in the context of voluntary blood donation. The paper also implements and evaluates the proposed methodology in Paraíba’s blood center through a progressive web application (PWA) named Pontos de Vida. Voluntary blood donation conditions the treatment of several clinical patients, as well as accident victims. In Brazil, voluntary action is constantly subject to social marketing campaigns that aim to increase the stocks of blood centers. The context of this thesis fits into the scope of social marketing for having as a goal the behavioral change for the improvement of individual and societal well-being. The paper is also based on transformative consumer research (TCR), endorsing that the promotion of a practice is what potentially changes the current circumstances and improves social well-being. The methodology used in the development of the thesis is based on the Design Science Research (DSR) paradigm, which is based on the search for relevance of studies and the approximation between theory and practice in a way that it is applicable to real situations. The research work carried out here has sought to develop practical guidelines for the execution of a gamified methodology, relating it to the demands of social marketing actions. The proposed gamified methodology was distributed in steps which consisted of: 1) Pre-existing knowledge activation; 2) Place of practice recognition; 3) Players characterization; 4) Variables identification; 5) Game elements implementation; 6) Game testing and evaluation of indicators. These steps were implemented in the development of a smartphone-based technological solution called Pontos de Vida. The progressive web app was implemented in the blood center as a way to demonstrate the application of the methodology. The approach with game elements proposed here has been proved to be relevant in its potential to reach a larger public interest for voluntary blood donation. In three weeks, 184 users were accounted for, 213 informative contents were viewed, 52 intentions to return to the blood center within 3 months were registered and 17 actual donations were recorded. The gamified approach brought by this thesis has represented an incentive for voluntary blood donation. The use of game elements can be utilized by professionals and practitioners to implement social marketing strategies in different contexts, bringing benefits to the population in a ludic way. |
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Metodologia de gamificação para ações de marketing social na doação voluntária de sangueDoação de sangueMarketing socialGamificaçãoBlood donationSocial marketingGamificationCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOThis thesis establishes practical guidelines for a social marketing approach with game elements. It is specifically a gamification methodology for social marketing actions in the context of voluntary blood donation. The paper also implements and evaluates the proposed methodology in Paraíba’s blood center through a progressive web application (PWA) named Pontos de Vida. Voluntary blood donation conditions the treatment of several clinical patients, as well as accident victims. In Brazil, voluntary action is constantly subject to social marketing campaigns that aim to increase the stocks of blood centers. The context of this thesis fits into the scope of social marketing for having as a goal the behavioral change for the improvement of individual and societal well-being. The paper is also based on transformative consumer research (TCR), endorsing that the promotion of a practice is what potentially changes the current circumstances and improves social well-being. The methodology used in the development of the thesis is based on the Design Science Research (DSR) paradigm, which is based on the search for relevance of studies and the approximation between theory and practice in a way that it is applicable to real situations. The research work carried out here has sought to develop practical guidelines for the execution of a gamified methodology, relating it to the demands of social marketing actions. The proposed gamified methodology was distributed in steps which consisted of: 1) Pre-existing knowledge activation; 2) Place of practice recognition; 3) Players characterization; 4) Variables identification; 5) Game elements implementation; 6) Game testing and evaluation of indicators. These steps were implemented in the development of a smartphone-based technological solution called Pontos de Vida. The progressive web app was implemented in the blood center as a way to demonstrate the application of the methodology. The approach with game elements proposed here has been proved to be relevant in its potential to reach a larger public interest for voluntary blood donation. In three weeks, 184 users were accounted for, 213 informative contents were viewed, 52 intentions to return to the blood center within 3 months were registered and 17 actual donations were recorded. The gamified approach brought by this thesis has represented an incentive for voluntary blood donation. The use of game elements can be utilized by professionals and practitioners to implement social marketing strategies in different contexts, bringing benefits to the population in a ludic way.NenhumaEsta tese estabelece diretrizes práticas para a uma abordagem de marketing social com elementos de jogos. Trata-se especificamente de uma metodologia de gamificação para ações de marketing social no contexto da doação voluntária de sangue. O trabalho ainda realiza a implementação e avaliação da metodologia proposta no hemocentro da Paraíba através de um aplicativo web progressivo (PWA) chamado Pontos de Vida. A doação voluntária de sangue condiciona o tratamento de vários pacientes clínicos, além de vítimas de acidentes. No Brasil a ação voluntária está constantemente sujeita às campanhas de marketing social que procuram aumentar os estoques nos hemocentros. O contexto dessa tese enquadra-se no escopo do marketing social por ter como objetivo a mudança de comportamento para a melhoria do bem-estar individual e da sociedade. O trabalho fundamenta-se ainda pela pesquisa com o consumidor transformativa (TCR), ratificando que a promoção de uma prática é o que potencialmente muda as circunstâncias em vigor e melhora o bem-estar social. A metodologia utilizada no desenvolvimento da tese é baseada no paradigma da Design Science Research (DSR), que está baseado na busca da relevância dos estudos e na aproximação entre teoria e prática de modo que seja aplicável à situações reais. O trabalho de pesquisa aqui realizado procurou desenvolver diretrizes práticas para a execução de uma metodologia gamificada, relacionando-a com as demandas das ações do marketing social. A metodologia gamificada proposta foi distribuída em etapas que consistiam em: 1) Ativação do conhecimento preexistente; 2) Reconhecimento do local de prática; 3) Caracterização dos jogadores; 4) Identificação de variáveis; 5) Implementação dos elementos de jogos; 6) Teste do jogo e avaliação dos indicadores. Essas etapas foram implementadas no desenvolvimento de uma solução tecnológica para smartphone chamada Pontos de Vida. O aplicativo web progressivo foi implementado no hemocentro como forma de demonstrar a aplicação da metodologia. A abordagem com elementos de jogos aqui proposta demonstrou-se relevante no seu potencial de alcançar maior interesse do público pela doação voluntária de sangue. Em três semanas foram registrados 184 usuários cadastrados, 213 conteúdos informativos visualizados, 52 registros de intenção de retorno ao hemocentro em até 3 meses e 17 doações efetivas registradas. A abordagem gamificada trazida por esta tese representou um incentivo à doação voluntária de sangue. O uso de elementos de jogos pode ser utilizado por profissionais e praticantes para a implementação de estratégias de marketing social em diferentes contextos, trazendo benefícios para a população de forma lúdica.Universidade Federal da ParaíbaBrasilAdministraçãoPrograma de Pós-Graduação em AdministraçãoUFPBAbreu, Nelsio Rodrigues dehttp://lattes.cnpq.br/2003104035949004Serrano, Paulo Henrique Souto Maior2021-05-12T14:33:08Z2020-11-202021-05-12T14:33:08Z2019-11-20info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesishttps://repositorio.ufpb.br/jspui/handle/123456789/20027porhttp://creativecommons.org/licenses/by-nd/3.0/br/info:eu-repo/semantics/embargoedAccessreponame:Biblioteca Digital de Teses e Dissertações da UFPBinstname:Universidade Federal da Paraíba (UFPB)instacron:UFPB2021-06-21T14:26:12Zoai:repositorio.ufpb.br:123456789/20027Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufpb.br/PUBhttp://tede.biblioteca.ufpb.br:8080/oai/requestdiretoria@ufpb.br|| diretoria@ufpb.bropendoar:2021-06-21T14:26:12Biblioteca Digital de Teses e Dissertações da UFPB - Universidade Federal da Paraíba (UFPB)false |
dc.title.none.fl_str_mv |
Metodologia de gamificação para ações de marketing social na doação voluntária de sangue |
title |
Metodologia de gamificação para ações de marketing social na doação voluntária de sangue |
spellingShingle |
Metodologia de gamificação para ações de marketing social na doação voluntária de sangue Serrano, Paulo Henrique Souto Maior Doação de sangue Marketing social Gamificação Blood donation Social marketing Gamification CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Metodologia de gamificação para ações de marketing social na doação voluntária de sangue |
title_full |
Metodologia de gamificação para ações de marketing social na doação voluntária de sangue |
title_fullStr |
Metodologia de gamificação para ações de marketing social na doação voluntária de sangue |
title_full_unstemmed |
Metodologia de gamificação para ações de marketing social na doação voluntária de sangue |
title_sort |
Metodologia de gamificação para ações de marketing social na doação voluntária de sangue |
author |
Serrano, Paulo Henrique Souto Maior |
author_facet |
Serrano, Paulo Henrique Souto Maior |
author_role |
author |
dc.contributor.none.fl_str_mv |
Abreu, Nelsio Rodrigues de http://lattes.cnpq.br/2003104035949004 |
dc.contributor.author.fl_str_mv |
Serrano, Paulo Henrique Souto Maior |
dc.subject.por.fl_str_mv |
Doação de sangue Marketing social Gamificação Blood donation Social marketing Gamification CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
topic |
Doação de sangue Marketing social Gamificação Blood donation Social marketing Gamification CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
This thesis establishes practical guidelines for a social marketing approach with game elements. It is specifically a gamification methodology for social marketing actions in the context of voluntary blood donation. The paper also implements and evaluates the proposed methodology in Paraíba’s blood center through a progressive web application (PWA) named Pontos de Vida. Voluntary blood donation conditions the treatment of several clinical patients, as well as accident victims. In Brazil, voluntary action is constantly subject to social marketing campaigns that aim to increase the stocks of blood centers. The context of this thesis fits into the scope of social marketing for having as a goal the behavioral change for the improvement of individual and societal well-being. The paper is also based on transformative consumer research (TCR), endorsing that the promotion of a practice is what potentially changes the current circumstances and improves social well-being. The methodology used in the development of the thesis is based on the Design Science Research (DSR) paradigm, which is based on the search for relevance of studies and the approximation between theory and practice in a way that it is applicable to real situations. The research work carried out here has sought to develop practical guidelines for the execution of a gamified methodology, relating it to the demands of social marketing actions. The proposed gamified methodology was distributed in steps which consisted of: 1) Pre-existing knowledge activation; 2) Place of practice recognition; 3) Players characterization; 4) Variables identification; 5) Game elements implementation; 6) Game testing and evaluation of indicators. These steps were implemented in the development of a smartphone-based technological solution called Pontos de Vida. The progressive web app was implemented in the blood center as a way to demonstrate the application of the methodology. The approach with game elements proposed here has been proved to be relevant in its potential to reach a larger public interest for voluntary blood donation. In three weeks, 184 users were accounted for, 213 informative contents were viewed, 52 intentions to return to the blood center within 3 months were registered and 17 actual donations were recorded. The gamified approach brought by this thesis has represented an incentive for voluntary blood donation. The use of game elements can be utilized by professionals and practitioners to implement social marketing strategies in different contexts, bringing benefits to the population in a ludic way. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-11-20 2020-11-20 2021-05-12T14:33:08Z 2021-05-12T14:33:08Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/doctoralThesis |
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doctoralThesis |
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publishedVersion |
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https://repositorio.ufpb.br/jspui/handle/123456789/20027 |
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https://repositorio.ufpb.br/jspui/handle/123456789/20027 |
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http://creativecommons.org/licenses/by-nd/3.0/br/ info:eu-repo/semantics/embargoedAccess |
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http://creativecommons.org/licenses/by-nd/3.0/br/ |
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Universidade Federal da Paraíba Brasil Administração Programa de Pós-Graduação em Administração UFPB |
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Universidade Federal da Paraíba Brasil Administração Programa de Pós-Graduação em Administração UFPB |
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reponame:Biblioteca Digital de Teses e Dissertações da UFPB instname:Universidade Federal da Paraíba (UFPB) instacron:UFPB |
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Universidade Federal da Paraíba (UFPB) |
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Biblioteca Digital de Teses e Dissertações da UFPB |
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Biblioteca Digital de Teses e Dissertações da UFPB |
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Biblioteca Digital de Teses e Dissertações da UFPB - Universidade Federal da Paraíba (UFPB) |
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diretoria@ufpb.br|| diretoria@ufpb.br |
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