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, with a growing number of organizations adopting gaming techniques and game-style rewards in order to increase customer engagement. Despite this growing trend and the potential role played by gamification, the marketing literature lacks models that explain the use of gamification in the marketing context, customers' perceptions of gamification and its effects on their attitudes towards the brand. This study addresses this omission by adopting the TAM framework in a gamification context. Similar to TAM, gamification finds its roots in the technology and information systems literatures. Drawing on TAM, this study presents a model that examines the effects of gamification on customers' intention to engage in the gamification process and their attitudes toward the brand. Using a quantitative methodology, the results provide empirical support for perceived usefulness and perceived enjoyment as predictors to intention of engagement and brand attitude. However, perceived ease of use was surprisingly found not to be significantly related to people's intention of engagement with the gamification process and their brand attitude. In addition, perceived social influence was found not to be related to people's intention of engagement, but was related to their brand attitude. The findings of this research have theory and practical implications.

Sharing economy platforms are growing at an unprecedented rate. Travel and tourism scholars have been focusing on customers’ sharing intention, yet the literature has largely overlooked what makes sharing service providers trust a sharing economy platform and decide to continue using it. Drawing on sociotechnical theory and the information systems success model, in conjunction with privacy concerns and economic value perspectives, this study develops an integrated model of antecedents and consequences of trust toward sharing economy platforms. Data from 606 Airbnb hosts were analyzed through structural equation modeling. Our research documents the importance of social antecedents (i.e., social value orientation and social utility), technical antecedents (i.e., system quality, service quality, and information quality), economic antecedents (i.e., monetary rewards) and privacy assurance antecedents (i.e., perceived effectiveness of privacy policy) in shaping hosts’ trust toward Airbnb, thereby enhancing their continuance intention with regard to using the platform.

The study makes important theoretical contributions to the branding literature by emphasizing the mediating role of brand identification and by examining the moderating effects of time on these variables. The results also inform marketing of higher education, suggesting that universities which focus on offering great academic experiences to their students will be more effective in developing strong brand identification over time which in turn leads to greater brand loyalty and brand support.

Research question: Spectating at sports events comprises on-pitch and off-pitch benefits. Value may also derive from spectator-to-spectator interaction, however, we do not know whether all types of interaction have similar effects on value creation and subsequent wordof-mouth behaviours. We investigate two types of spectator-to-spectator interactionbetween known/familiar others, and between unknown others. We study their effects within a framework grounded in Customer Dominant Logic and Sport Value Framework, integrating on-pitch sport performance, off-pitch service quality, overall satisfaction, team identification and word-of-mouth intention. Research methods: Hypotheses were tested using a survey of 1,002 spectators of a British Premier League football club. Respondents were asked about the last game they attended. Data was analysed using Structural Equations Modelling and PROCESS analysis. Results and Findings: Customer-to-customer interaction was antecedent to overall satisfaction and team identification. Satisfaction and team identification led to word-ofmouth intention, with team identification having greater effect. Evaluation of on-pitch performance (the football match) influenced overall satisfaction more than off-pitch service quality. The study contributes to knowledge in finding that customer-to-customer interaction with familiar accompaniers influenced satisfaction more than interaction with anonymous-other spectators. However, the latter contributed more to team identification and indirectly to word-of-mouth. Implications: The study highlights the importance to sports events organisers of facilitating customer-to-customer interaction. While promotion of many sports events focuses on game performance, this study highlights the importance of promoting the social benefits of attendance in increasing positive word-of-mouth. Suggestions are made, including provision of social media platforms within events to promote interaction among spectators.

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