{"id":"https://openalex.org/W4394595448","doi":"https://doi.org/10.21453/2311-3065-2024-12-1-54-64","title":"Gamification as an Aesthetic Trend in Communication of Russian Brands","display_name":"Gamification as an Aesthetic Trend in Communication of Russian Brands","publication_year":2024,"publication_date":"2024-04-09","ids":{"openalex":"https://openalex.org/W4394595448","doi":"https://doi.org/10.21453/2311-3065-2024-12-1-54-64"},"language":"en","primary_location":{"id":"doi:10.21453/2311-3065-2024-12-1-54-64","doi":"https://doi.org/10.21453/2311-3065-2024-12-1-54-64","is_oa":true,"landing_page_url":"https://doi.org/10.21453/2311-3065-2024-12-1-54-64","pdf_url":"https://www.communicology.ru/jour/article/download/399/357","source":{"id":"https://openalex.org/S4210173661","display_name":"Communicology","issn_l":"2311-3065","issn":["2311-3065","2311-3332"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":["russia-white-list-2"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Communicology","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"hybrid","oa_url":"https://www.communicology.ru/jour/article/download/399/357","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5013906156","display_name":"E. S. Radiontseva","orcid":"https://orcid.org/0000-0002-2248-198X","observed_orcids":["https://orcid.org/0000-0002-2248-198X"]},"institutions":[{"id":"https://openalex.org/I20119556","display_name":"Omsk State Technical University","ror":"https://ror.org/01kzjg088","country_code":"RU","type":"education","lineage":["https://openalex.org/I20119556"]}],"countries":["RU"],"is_corresponding":true,"raw_author_name":"E. S. Radiontseva","raw_affiliation_strings":["Omsk State Technical University"],"raw_orcid":"https://orcid.org/0000-0002-2248-198X","affiliations":[{"raw_affiliation_string":"Omsk State Technical University","institution_ids":["https://openalex.org/I20119556"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5013906156"],"corresponding_institution_ids":["https://openalex.org/I20119556"],"apc_list":null,"apc_paid":null,"fwci":0.2404,"has_fulltext":true,"cited_by_count":1,"citation_normalized_percentile":{"value":0.52731334,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":88,"max":93},"biblio":{"volume":"12","issue":"1","first_page":"54","last_page":"64"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.6538000106811523,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.6538000106811523,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.13490000367164612,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14035","display_name":"Literature, Culture, and Aesthetics","score":0.08420000225305557,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/gamification","display_name":"gamification","score":0.9959999918937683},{"id":"https://openalex.org/keywords/brand-communication","display_name":"brand communication","score":0.9419999718666077},{"id":"https://openalex.org/keywords/advertising","display_name":"advertising","score":0.6460000276565552},{"id":"https://openalex.org/keywords/advertising-awards","display_name":"advertising awards","score":0.4020000100135803},{"id":"https://openalex.org/keywords/augmented-reality","display_name":"augmented reality","score":0.9169999957084656},{"id":"https://openalex.org/keywords/mixed-reality","display_name":"mixed reality","score":0.9980000257492065},{"id":"https://openalex.org/keywords/artificial-intelligence-in-advertising","display_name":"artificial intelligence in advertising","score":0.8659999966621399},{"id":"https://openalex.org/keywords/viral-marketing","display_name":"viral marketing","score":0.7609999775886536},{"id":"https://openalex.org/keywords/audience-engagement","display_name":"audience engagement","score":0.9010000228881836}],"concepts":[{"id":"https://openalex.org/C107038049","wikidata":"https://www.wikidata.org/wiki/Q35986","display_name":"Aesthetics","level":1,"score":0.4527303874492645},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4259449541568756},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.36775439977645874},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.27305975556373596}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.21453/2311-3065-2024-12-1-54-64","doi":"https://doi.org/10.21453/2311-3065-2024-12-1-54-64","is_oa":true,"landing_page_url":"https://doi.org/10.21453/2311-3065-2024-12-1-54-64","pdf_url":"https://www.communicology.ru/jour/article/download/399/357","source":{"id":"https://openalex.org/S4210173661","display_name":"Communicology","issn_l":"2311-3065","issn":["2311-3065","2311-3332"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":["russia-white-list-2"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Communicology","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.21453/2311-3065-2024-12-1-54-64","doi":"https://doi.org/10.21453/2311-3065-2024-12-1-54-64","is_oa":true,"landing_page_url":"https://doi.org/10.21453/2311-3065-2024-12-1-54-64","pdf_url":"https://www.communicology.ru/jour/article/download/399/357","source":{"id":"https://openalex.org/S4210173661","display_name":"Communicology","issn_l":"2311-3065","issn":["2311-3065","2311-3332"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":["russia-white-list-2"],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Communicology","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4394595448.pdf","grobid_xml":"https://content.openalex.org/works/W4394595448.grobid-xml"},"referenced_works_count":14,"referenced_works":["https://openalex.org/W1766745374","https://openalex.org/W1975149311","https://openalex.org/W2317987448","https://openalex.org/W2807100336","https://openalex.org/W3090527646","https://openalex.org/W4200297525","https://openalex.org/W4206148179","https://openalex.org/W4285496626","https://openalex.org/W4293797790","https://openalex.org/W4367840970","https://openalex.org/W4368341041","https://openalex.org/W4379012222","https://openalex.org/W4385491530","https://openalex.org/W4388922743"],"related_works":["https://openalex.org/W2810958060","https://openalex.org/W4321847102","https://openalex.org/W3044872945","https://openalex.org/W63774976","https://openalex.org/W4389589429","https://openalex.org/W2761302072","https://openalex.org/W7001326671","https://openalex.org/W4365420217","https://openalex.org/W7134927778","https://openalex.org/W2954756689"],"abstract_inverted_index":{"The":[0,24,93,123],"article":[1],"is":[2,27,161],"devoted":[3],"to":[4,86,98,108,177],"the":[5,12,16,31,48,68,110,114,120,151],"issues":[6],"of":[7,9,33,39,50,70,76,116,154,180],"communication":[8,22,61,117],"brands":[10],"with":[11],"audience":[13],"and":[14,53,83,89,150],"identifies":[15],"trends":[17,112],"in":[18,47,56,80,106,113,119,175],"technologies":[19],"for":[20,145],"creating":[21,146],"messages.":[23],"empirical":[25],"data":[26],"received":[28],"based":[29,102],"on":[30,67,103],"review":[32,124],"71":[34],"advertising":[35,121,127,158],"projects":[36],"\u2013":[37,43,72],"winners":[38],"ADCR":[40],"Awards":[41],"2023":[42],"Russian":[44],"professional":[45],"competition":[46],"field":[49],"creativity,":[51],"design,":[52],"advertising,":[54],"established":[55],"2004.":[57],"Of":[58],"these,":[59],"26":[60],"solutions":[62,101,105,171],"are":[63,129,166,173],"labeled":[64],"as":[65,142],"created":[66],"basis":[69],"gamification":[71,164],"an":[73,96],"approach":[74],"characteristic":[75],"computer":[77],"games":[78],"used":[79],"software":[81],"tools":[82],"non-game":[84],"content":[85],"attract":[87],"audiences":[88,179],"increase":[90],"their":[91],"involvement.":[92],"author":[94],"makes":[95],"attempt":[97],"classify":[99],"gamified":[100],"technological":[104],"order":[107],"identify":[109],"main":[111],"organization":[115],"messages":[118],"industry.":[122],"showed":[125],"that":[126,163,172],"practitioners":[128],"adopting":[130],"different":[131],"techniques:":[132],"AR":[133],"technology,":[134,137],"MR":[135],"reality":[136],"modeling":[138],"a":[139,143,147],"special":[140],"event":[141],"format":[144],"viral":[148],"environment,":[149],"active":[152],"introduction":[153],"artificial":[155],"intelligence":[156],"into":[157],"practice.":[159],"It":[160],"concluded":[162],"techniques":[165],"aimed":[167],"at":[168],"generating":[169],"creative":[170],"similar":[174],"values":[176],"target":[178],"brands.":[181]},"counts_by_year":[{"year":2024,"cited_by_count":1}],"updated_date":"2026-09-11T09:22:31.653822","created_date":"2024-04-10T00:00:00"}