... management systems are often complex, time-consuming and costly, failing to address this issue effectively. In this regard, persuasive technologies like gamification can effectively influence behaviour and enhance motivation towards reducing return by striking a balance between psychological and behavioural...

... are proposed to test the emotional mechanics of gamification as antecedents of value co-creation in terms of the components of the DART (dialogue, access, risk assessment, transparency) model. The Nike+ gamified digital platform is used as the context for the empirical analysis. The hypothesis testing...

...Elenise Martins Rocha; Giancarlo Medeiros Pereira; Diego Augusto de Jesus Pacheco Purpose This paper aims to examine the impact of predictive gamification, through a sales simulator game, as a strategy to minimize sales problems in organizations. Design/methodology/approach This empirical...

... companies to achieve success with servitization; gamification is an effective tool as a relational marketing strategy. The proposed model can be useful as a reference for manufacturing companies to guide their servitization process. The study extends the debate on how to integrate the design of services...