Document Type : Research Paper
Authors
1 .../...
2 Faculty member and head of the Faculty of Social Sciences/ Imam Hossein University
Abstract
Aim: With the advent of new media and the rise of public literacy, public opinion and persuasion have become more important. According Saroukhani, Persuasion is the final aim of any relationship, whether humanistic or mediastics. Persuasion plays a key role in strengthening global status and attaining strategic goals for any political and economic trends and so on. The present research has tried to achieve a comprehensive approach to persuasion of public opinion in cyberspace using the capabilities of Gamification as a motivational tools.
Methods: we have tried by using three consecutive steps consisting of documentary research, Delphi, and in-depth interviews with Gamification and Cyberspace experts, provided a comprehensive model for persuasion of public opinion in cyberspace.
Findings: At the first and second steps of the research by using the documentary and Delphi method (in three consecutive rounds), were identified a comprehensive model for influencing public opinion (7 steps) and 13 Gamification capabilities. At the third and final step of the research, based on the results of the first two stages of the study, models were presented for Gamify the stages of influencing public opinion.
Conclusion: The seven-step model of influencing public opinion, known as an important tool in the advertising fields, can be used as a basis for persuading public opinion in cyberspace. The use of Gamification technology, which has a strong background in attracting and engaging audiences, ensures the success of the model influences public opinion. Combining Gamification with public opinion persuasion models increases their effectiveness and efficiency.
Keywords
منابع
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