Gamification and Consumer Engagement, 1st ed. 2021 Creating Value in Context of ICT Development Progress in IS Series
In the context of rapid ICT development, this book focuses on how gamification affects consumer engagement and can be used to create a shared value for customers and companies. Based on the constructs of shared value, consumer engagement and gamification, it creates a conceptual model and a research methodology to enable empirical testing and provide complex empirical research findings. The book demonstrates the use of game elements and the motivation to play games as a means of achieving a psychological effect, i.e., consumer engagement manifested through gamified activities and brand engagement.
This joint empirical study, by an expert team, concludes that the analysis of consumer perceived value in the context of engagement in gamified activities should distinguish between not just the theoretically identified company/brand-related economic, emotional, functional and social values, but also between engagement-related social and functional values.
Introduction.- The concept of shared value in the context of newest marketing theories.- Consumer engagement in the context of value creation.- Expression of the concept of gamification in the context of ICT development.- The conceptual model of gamification-based consumer engagement in value creation.- Research methodology of gamification-based consumer engagement in value creation in the context of ICT development.- Research results of gamification-based consumer engagement in value creation in the context of ICT development.- Conclusions and further research directions.
Conceptualizes shared value, consumer engagement, and gamification theoretically
Presents a research methodology to study the effects of gamification on consumer engagement
Demonstrates the model empirically to understand consumer perceived value and its channels of influence
Date de parution : 11-2021
Ouvrage de 216 p.
15.5x23.5 cm
Date de parution : 11-2020
Ouvrage de 216 p.
15.5x23.5 cm