Purpose In recent years, the concept of gamification is one of the fastest-growing trends in
the field of marketing to persuade, motivate and manipulate customer behavior. The …

Gamification is increasingly applied as a design strategy when improving various behavioral
outcomes in the online retailing domain. Understanding the attributes of gamification …

In response to the market pressure and growing competition, the companies are forced to
look for new ways and methods to attract the attention of consumers and engage them …

Gamification has become a popular technique in marketing. Many companies believe that
gamification can potentially increase the engagement, awareness and loyalty of consumers …

This paper aims to investigate the effect of gamification in engaging and motivating
consumers for online shopping and also the use of gamification to enhance sales. Moreover …

Purpose Retailers increasingly are using gamification to make the customer experience
(CX) more exciting and encourage favourable customer outcomes. This paper aims to …

Purpose A gamification approach uses game components in non-game services to increase
customer engagement and loyalty. This study aims to investigate the relationships between …

Online retail shops increasingly implement gamified marketing strategies to enrich
consumers' online experience and increase engagement. This study aims to evaluate the …

Given the growing commercial importance of the “user experience”, better application of
gamification. Thus, this study aims at exploring the antecedents and consequences of user …

Firms often strive to acquire and increase the number of patronizes. Gamification‐a modern
marketing and promotional tool is known activate positive emotions. Nevertheless, existing …