Points for Posts and Badges to Brand Advocates: The Role of Gamification in Consumer Brand Engagement

dc.contributor.authorVitkauskaitė, Elena
dc.contributor.authorGatautis, Rimantas
dc.date.accessioned2017-12-28T00:45:16Z
dc.date.available2017-12-28T00:45:16Z
dc.date.issued2018-01-03
dc.description.abstractGamification 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.
dc.format.extent10 pages
dc.identifier.doi10.24251/HICSS.2018.143
dc.identifier.isbn978-0-9981331-1-9
dc.identifier.urihttp://hdl.handle.net/10125/50030
dc.language.isoeng
dc.relation.ispartofProceedings of the 51st Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectGamification
dc.subjectconsumer brand engagement gamification game elements flow state
dc.titlePoints for Posts and Badges to Brand Advocates: The Role of Gamification in Consumer Brand Engagement
dc.typeConference Paper
dc.type.dcmiText

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