Résumé:
Current technological changes are shaping the digital transformation of various sectors
globally. We observe the emergence of digital channels such as platforms, e-commerce sites,
mobile applications, and the development of several concepts like gamified systems, among
others.
Companies that integrate gamification into their digital services have a better chance of
engaging and retaining their users by enhancing their immersive experience. Thus, the objective
of our research is to study the impact of gamification on the immersive experience of internet
users, taking the Walk and Win feature of the Djezzy App by the telecom operator Djezzy OTA
as a case study.
To address the issue of this thesis, we relied on an exhaustive literature review and the results
of our exploratory qualitative study, which allowed us to build our research model and
formulate our hypotheses. These hypotheses were tested through a quantitative study conducted
with a questionnaire administered to 157 respondents. The obtained data were analyzed using
the statistical software SPSS 26, employing the multiple regression method.
The results revealed that three dimensions of gamification—the reward system, social
engagement, and feedback and progression—have a significant positive impact on the
immersive experience of internet users. These findings highlight the importance of offering
engaging and rewarding features to captivate users and enhance their immersion and
engagement.
The analysis of these results served as a basis for formulating the theoretical, managerial, and
methodological contributions of our master's research, as well as recommendations for our
internship organization, Djezzy. Finally, we discussed the limitations of this research and
suggested directions for future studies.
