Gamification as a platform for brand co-creation experiences

The Relationship Between Gamification, Brand Engagement and Brand Equity

“…Given that gamification in marketing is still a new area, only a few studies have empirically investigated the relationship between gamification and aspects of brand management. The literature has thus far focused on the relationship between gamification/game and brand attitude [50,55], brand recall [38], brand engagement [4], brand involvement [41], brand equity [26], service use [16], continued use [18] and purchase intentions [30]. Overall, the current body of literature suggests that gamification may have a positive effect on brand equity.…”

“…Relevant research that has examined the relationship between gamification and brand equity is still at an initial stage, mainly focused on brand attitude [50,55], brand engagement [4,21] and brand involvement [41], lack of in-depth discussion. Brand equity, as one of the important goals of social media marketing, only received limited attention in the gamification-related literature.…”

Gamification: Main approaches to definition and research directions

“…См., напр. : [Hamari, 2015;Nobre, Ferreira, 2017;Yang, Asaad, Dwivedi, 2017;Hsu, Chen, 2018;Leclercq, Hammedi, Poncin, 2018;Ding, 2019;Hwang, Choi, 2019] Работа механик геймификации в системах с внешним ограничителем. Появление первых подтверждений позитивного воздействия геймификации на внутреннюю мотивацию [Aparicio et al, 2012;Blohm, Leimister, 2013;Nicholson, 2015] привлекло внимание исследователей особенностями базовой теории этого процесса -теории самодетерминации [Ryan, Deci, 2000a].…”

“…Несмотря на многообразие практических решений в области геймификации, подходы к исследованию данного феномена нуждаются в систематизации. В академических публикациях геймификация изучается преимущественно в трех областях: информационный менеджмент [Mekler et al, 2017;Friedrich et al, 2019;Hassan, Dias, Hamari, 2019;Koivisto, Hamari, 2019], обучение [Aparicio et al, 2019;Ding, 2019; и маркетинг [Huotari, Hamari, 2017;Kim, Ahn, 2017;Nobre, Ferreira, 2017;Liu et al, 2019]. В каждой из этих областей, исходя из выбранного базового определения, геймификация рассматривается либо как инструмент, т. е. набор игровых механик 1 (game mechanics) в неигровом контексте [Deterding et al, 2011], либо как процесс дизайна информационных систем [Hamari, Koivisto, 2015].…”

Journal of Brand Management: year end review 2017

“…The authors outline that further investigation in larger studies of brand categories may be fruitful to help identify industry and context-specific insights-including tourism, professional services, consumer brands, or fashion industries. The fourth SI article sets out to investigate gamification as a platform for brand co-creation experiences (Nobre and Ferreira 2017), with the aim of establishing a connection between brand gamified experiences and brand value cocreation. The findings highlight the usefulness of gamification as a potential branding tool and to help better understand consumer behaviour, while offering a potential platform for brand interactions for enhanced brand engagement.…”