000			09060nam a22002657a 4500
008			201210b2024 a|||f bm|| 00| 0 eng d
024	7		_a0009-0004-7658-8768 _2ORCID
040			_aEG-CaNU _cEG-CaNU
041	0		_aeng _beng _bara
082			_a658.4
100	0		_aOmar Mohamed Badreldin _93572
245	1		_aACCELERATING DIGITAL TRANSFORMATION USING GAMIFICATION _b:AN IMPLEMENTATION CASE FROM THE NEWS INDUSTRY _c/Omar Mohamed Badreldin
260			_c2024
300			_a80 p. _bill. _c21 cm.
500			_3Supervisor: Alaa Eldin Adris
502			_aThesis (M.A.)—Nile University, Egypt, 2024 .
504			_a"Includes bibliographical references"
505	0		_aContents: CHAPTER 1: INTRODUCTION.........................................................................................1 1.1 Background and motivation........................................................................................... 1 1.2 Gamification concept..................................................................................................... 3 1.3 Digital transformation in the news industry................................................................... 3 1.5 Research significance..................................................................................................... 5 1.6 Research Question(s)/Hypothesis.................................................................................. 5 Chapter 2: REVIEW OF RELEVANT LITERATURE .............................................................8 2.1 Preface .......................................................................................................................... 8 2.2 Digital Transformation................................................................................................... 8 2.2.1 Basics and definitions...................................................................................................................8 2.2.2 Digitization, digitalization, and digital transformation.................................................................9 2.2.3 Digital transformation ..................................................................................................................9 2.2.3 Digital Transformation and organizational culture.....................................................................10 2.2.4 Organizational culture as a barrier to Digital transformation ....................................................11 2.3 Gamification.................................................................................................................12 2.3.1 Basics and definitions.................................................................................................................12 2.3.2 Gamification and Motivational theory .......................................................................................12 IX 2.3.3 The MDE framework...................................................................................................................13 2.3.4 Design elements of gamification ................................................................................................14 2.3.5 Applications of Gamification ......................................................................................................15 Chapter 3: RESEARCH METHODOLOGY .......................................................................17 3.1 Preface .........................................................................................................................17 3.2 Research Problem.........................................................................................................17 3.3 Research Design ...........................................................................................................18 3.4 Participants/sample .....................................................................................................19 3.5 Data Collection .............................................................................................................19 3.6 Data analysis................................................................................................................20 3.6.1 Quantitative analysis..................................................................................................................20 3.6.2 Qualitative analysis.....................................................................................................................21 3.7 Ethical considerations...................................................................................................21 Chapter 4: RESULTS....................................................................................................22 4.1 Preface .........................................................................................................................22 4.2 Gamification experience design....................................................................................25 4.2.1 Game design elements...............................................................................................................25 4.2.2 Game Mechanics: .......................................................................................................................26 4.2.3 Rules setup: ................................................................................................................................27 4.3 Experiment participants demographics.........................................................................28 4.4 First interval and the introduction of gamification........................................................28 4.4.1 Outcomes of the first interval ....................................................................................................30 4.5 second interval (Rerun of the gamification experience) ................................................31 4.5.1 Outcomes of the second interval ...............................................................................................31 4.6 Key Data Points (KDPs) statistics...................................................................................32 4.7 Survey results...............................................................................................................34 Chapter 5: DISCUSSION ..............................................................................................41 X 5.1 Summary of the key findings ........................................................................................41 5.2 Limitations ...................................................................................................................43 5.3 Future Research............................................................................................................44 Chapter 6: CONCLUSIONS...........................................................................................46
520	3		_aAbstract: Digital Transformation (DT) initiatives often struggle with high failure rates due to resistance to change and lack of employee engagement. Gamification, which applies gamedesign elements in non-game contexts, offers a promising solution to these challenges. This study explores the impact of gamification on DT success in the news/media sector, focusing on key gamification elements that can drive successful transformation and enhance engagement. A two-step method approach was employed, involving 164 participants from a single newspaper. Gamification techniques were implemented over five months, split into two intervals, generating both quantitative data and qualitative survey responses. Statistical analysis assessed the impact on key data points, while thematic analysis provided insights into participants' experiences. Results showed a significant positive increase in Key Data Points (KDPs) during the first interval, indicating successful behavior change and enhanced engagement. Modified techniques in the second interval sustained and built upon these changes. Elements like points, rankings, leaderboards were most impactful. Survey responses supported these findings, with 80% of participants finding gamification appealing and 83.7% reporting increased interest in learning new digital production methods. This research provides empirical evidence that gamification can effectively drive DT by encouraging positive behavioral changes and reducing resistance to change. This research fills a gap in the literature by examining gamification's role in DT within the news/media sector, offering practical insights for practitioners and enriching the theoretical understanding of gamification's potential. Keywords: Digital transformation, Gamification, Gamification design elements, Resistance to change, Human behavior, Change management, Experiment
546			_aText in English, abstracts in English and Arabic
650		4	_aMOT _9309
655		7	_2NULIB _aDissertation, Academic _9187
690			_aMOT _9309
942			_2ddc _cTH
999			_c10900 _d10900