Gamification and Consumer Engagement (Innbundet)

Creating Value in Context of ICT Development

Serie: Progress in IS 

Innbinding: Innbundet
Utgivelsesår: 2020
Antall sider: 216
Forlag: Springer Nature Switzerland AG
Språk: Engelsk
ISBN/EAN: 9783030542047
Omtale Gamification and Consumer Engagement
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.

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