...Isabel Buil; Sara Catalán; Blanca Hernández-Ortega Purpose In recent years, organizations have increasingly used gamification in their recruitment processes. Surprisingly little is known about how the application of gamification in this context can affect employer branding outcomes. The purpose...

.... Each experiment involves ad hoc gamified brand stories for different product categories (wine, museum, glasses and frozen fruit). Findings Findings indicate that including gamification elements in brand stories heightens narrative transportation and enhances the information obtained by users...

... and enabling cocreation. Gamification positions brand crowdfunding as an exciting and joyful activity that more deeply engages prosumers. Anchored on resource-based theory, theory of planned behavior and service-dominant logic, this paper aims to develop a brand crowdfunding framework for established brands...

... engagement Brand attitude Red packet interaction Incentive Gamification Consumer-brand relationship Lifespan of communities WeChat The benefits of red packets for WCBGs are twofold. First, similar to other incentives provided in brand communities, red packets enhance consumer engagement (Yuan...