Gamification for Brand Value Co-Creation: A Systematic Literature Review
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 and industrial disciplines. In the marketing field, companies are increasingly gamifying their mobile apps and online platfo...
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| Format: | Article |
| Language: | English |
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MDPI AG
2021-08-01
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| Series: | Information |
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| Online Access: | https://www.mdpi.com/2078-2489/12/9/345 |
| _version_ | 1797518821548883968 |
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| author | Mohamad Amir Merhabi Panagiotis Petridis Rushana Khusainova |
| author_facet | Mohamad Amir Merhabi Panagiotis Petridis Rushana Khusainova |
| author_sort | Mohamad Amir Merhabi |
| collection | DOAJ |
| description | 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 and industrial disciplines. In the marketing field, companies are increasingly gamifying their mobile apps and online platforms to enrich their customers’ digital experiences. Whilst there has been a number of systematic studies examining the influence of gamification on user engagement across different fields, none has reviewed its role in brand value co-creation. Following a systematic literature review procedure via the online research platform EBSCOhost, this paper is the first to survey a set of empirical studies examining the role and impact of gamification on brand value co-creation. A final pool of 32 empirical studies implies the existence of four types of activities that are co-created by online users and positively influenced by gamification, namely: customer service, insights sharing, word-of-mouth, and random task. Moreover, this paper highlights the major game dynamics driving these activities, the key findings of each of the covered studies and their main theoretical underpinnings. Lastly, a set of noteworthy research directions for future related studies are suggested, comprising the exploration of novel game elements, and new co-creation activities related to corporate social responsibilities and physical commercial operations. |
| first_indexed | 2024-03-10T07:34:50Z |
| format | Article |
| id | doaj.art-66e56533924d4f4495be2e2fd53c33ac |
| institution | Directory Open Access Journal |
| issn | 2078-2489 |
| language | English |
| last_indexed | 2024-03-10T07:34:50Z |
| publishDate | 2021-08-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Information |
| spelling | doaj.art-66e56533924d4f4495be2e2fd53c33ac2023-11-22T13:35:04ZengMDPI AGInformation2078-24892021-08-0112934510.3390/info12090345Gamification for Brand Value Co-Creation: A Systematic Literature ReviewMohamad Amir Merhabi0Panagiotis Petridis1Rushana Khusainova2Aston Business School, Aston University, Birmingham B4 7ET, UKAston Business School, Aston University, Birmingham B4 7ET, UKAston Business School, Aston University, Birmingham B4 7ET, UKGamification, 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 and industrial disciplines. In the marketing field, companies are increasingly gamifying their mobile apps and online platforms to enrich their customers’ digital experiences. Whilst there has been a number of systematic studies examining the influence of gamification on user engagement across different fields, none has reviewed its role in brand value co-creation. Following a systematic literature review procedure via the online research platform EBSCOhost, this paper is the first to survey a set of empirical studies examining the role and impact of gamification on brand value co-creation. A final pool of 32 empirical studies implies the existence of four types of activities that are co-created by online users and positively influenced by gamification, namely: customer service, insights sharing, word-of-mouth, and random task. Moreover, this paper highlights the major game dynamics driving these activities, the key findings of each of the covered studies and their main theoretical underpinnings. Lastly, a set of noteworthy research directions for future related studies are suggested, comprising the exploration of novel game elements, and new co-creation activities related to corporate social responsibilities and physical commercial operations.https://www.mdpi.com/2078-2489/12/9/345gamificationmarketingcustomer value creationbrand value co-creationonline usersconsumer motivation |
| spellingShingle | Mohamad Amir Merhabi Panagiotis Petridis Rushana Khusainova Gamification for Brand Value Co-Creation: A Systematic Literature Review Information gamification marketing customer value creation brand value co-creation online users consumer motivation |
| title | Gamification for Brand Value Co-Creation: A Systematic Literature Review |
| title_full | Gamification for Brand Value Co-Creation: A Systematic Literature Review |
| title_fullStr | Gamification for Brand Value Co-Creation: A Systematic Literature Review |
| title_full_unstemmed | Gamification for Brand Value Co-Creation: A Systematic Literature Review |
| title_short | Gamification for Brand Value Co-Creation: A Systematic Literature Review |
| title_sort | gamification for brand value co creation a systematic literature review |
| topic | gamification marketing customer value creation brand value co-creation online users consumer motivation |
| url | https://www.mdpi.com/2078-2489/12/9/345 |
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