Points for Posts and Badges to Brand Advocates: The Role of Gamification in Consumer Brand Engagement
Date
2018-01-03
Contributor
Advisor
Department
Instructor
Depositor
Speaker
Researcher
Consultant
Interviewer
Narrator
Transcriber
Annotator
Journal Title
Journal ISSN
Volume Title
Publisher
Volume
Number/Issue
Starting Page
Ending Page
Alternative Title
Abstract
Gamification became a new attractive way to strengthen relations with consumers for companies and brands. Companies apply different gamification techniques to increase consumer brand engagement. The paper covers the concepts of gamification, the flow state, as well as consumer brand engagement. The assumptions about gamification impact on consumer brand engagement were tested empirically through quantitative analysis of data collected with online questionnaire carried out in Lithuania. Results show a weak but positive relation between gamification and consumer brand engagement. A more integrative method for data analysis, such as structural equation modeling, should be used to assess the model still. The topic could be researched in future with regard to cross-cultural differences, different player types, and different levels of gamification.
Description
Keywords
Gamification, consumer brand engagement gamification game elements flow state
Citation
Extent
10 pages
Format
Geographic Location
Time Period
Related To
Proceedings of the 51st Hawaii International Conference on System Sciences
Related To (URI)
Table of Contents
Rights
Attribution-NonCommercial-NoDerivatives 4.0 International
Rights Holder
Local Contexts
Collections
Email libraryada-l@lists.hawaii.edu if you need this content in ADA-compliant format.