Gamification on the Instagram social network of the banking institution XY

The thesis focuses on the gamification of communication of banking institutions on the social network Instagram. The theoretical part will be focused on banking institutions, social networks in general, Instagram and gamification itself as a tool of marketing communication. The practical part will be devoted to quantitative research, which will be conducted using data from an anonymous questionnaire survey, followed by recommendations for banking institutions. The objective of this thesis is to find out how active Instagram users react to gamification elements of banking institutions and to use these findings to provide recommendations for banks on how to communicate gamification elements on their Instagram profiles more effectively in order to attract more new clients or retain existing ones. The method of achieving the goal will be by collecting data from a questionnaire survey, followed by an evaluation of the 4 hypotheses and then making recommendations for banks on how to better use gamification as a marketing tool. The recommendation will be identified using the remaining data from the questionnaire survey, the results of the hypotheses and from existing experience as a social media manager for a bank.