Purpose–This study aims to provide empirically generated insights into a gamification
approach to online customer engagement and behavior (CE and CEB). There is a …

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

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, commonly defined as the use of game elements in non-game contexts, is a
relatively novel term, yet it has been gaining popularity across a wide range of academic …

This study is aimed at establishing a connection between brand gamified experiences and
brand value co-creation, based on a literature review and insights from exploratory research …

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 …

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 …

The purposes of this study are mainly to investigate the relationships among website
features (ie utilitarian and hedonic features), user experience, perceived value (ie …

The development of multiple applications with features of games has brought about a new
trend–gamification. Gamification has become a fast-emerging practice in the business world …

Many digital service providers have adopted gamification to promote customer engagement.
Critical questions, however, remain about the most effective way to enhance customer …