Gamification for Brand Value Co-Creation: A Systematic Literature Review

Abstract

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.

Gamification in Health Care Management: Systematic Review of the Literature and Research Agenda

“…The potential of gamification, which has already been effectively proven in the fields of education (Manzano-Leo´n et al, 2021) and business (Merhabi et al, 2021), does not, to date, have a theoretical frame of reference based either on its elements or on the interactions of these elements with the health objectives and behaviors demanded by the health care management sector. To the best of our knowledge, our research is the first to offer a systematic review of the literature on gamification in the field of health care management following the approach specified in our study.…”

Sharing Economy and Corporate Social Responsibility: Systematic Literature Review

“…The content analysis conducted also shows that the publication by Merhabi et al (2021) and Humphreys (2019) cannot be ranked in any of the above-mentioned clusters. Therefore, they were included in a separate fifth cluster labelled "Others", see Table 6.…”

The moderating effect of environmental gamification on the relationship between social media marketing and consumer-brand engagement: A case study of Ant Forest Gen Z users

“…Enterprises use gamification systems in their operations to drive consumer motivation for brand engagement and experience, thereby influencing users’ co-creation of brand value [ 64 ]. A case study of consumer engagement in crowdsourcing campaigns also demonstrates the effectiveness of gamification elements in promoting continued user engagement [ 65 ].…”