DOI: 10.24251/hicss.2018.143
View full text

Abstract: Gamification 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 …

expand abstract