... and performance expectancy are critical drivers of sustained engagement, while effort expectancy and facilitating conditions further strengthen behavioral intention. Personalized content, ease of navigation and gamification elements emerge as significant factors in promoting user loyalty. The study highlights...

...Garima Malik; Debasis Pradhan; Bikash Kumar Rup Purpose Extant literature shows that gamification is an effective tool for enhancing customer brand engagement. However, there is a need for a structured review of the literature on how and to what extent gamification fosters customer brand...

.../methodology/approach A between-subjects factorial experimental design was used to examine the influence of three personalizations (no personalization, personalization and hyper-personalization) and two gamification levels (game and no game) on digital coupon redemption intention and consumer engagement...

...Mojtaba Barari Purpose Gamification in mobile apps has emerged as a compelling strategy to foster firm’s relationships with their customers through mobile applications. This study utilizes a meta-analytic review to demonstrate how gamification shapes consumer responses and how moderator variables...

...Hung-Tai Tsou; Yu-Hsun Lin; Pui Yan Loo Purpose Social live streaming services (SLSS) have infused gamification into interface design and feature applications. Firms adopt gamification mechanisms to win customer loyalty in the live streaming and SLSS markets. Based on the mechanics-dynamics...

...Hung-Tai Tsou; Mukti Trio Putra Purpose A gamification approach uses game components in non-game services to increase customer engagement and loyalty. This study aims to investigate the relationships between gamification elements, customer engagement, immersion and brand love. Design...

...Sheetal Jain; Sita Mishra; Garima Saxena Purpose In the recent past, gamification has been recognized as an effective tool for engaging customers. However, there is limited research to explain luxury consumers' motivations to adopt gamification. This research applies the service-dominant (S-D...

...Timmy H. Tseng; Sara H. Hsieh; Crystal T. Lee Purpose Companies understand the potential to use gamification marketing to facilitate a better connection. However, most endeavours in gamification fail. This study aims to identify the design factors that drive the marketing effectiveness of branded...

... 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Social marketing Virtual reality Process evaluation Reflexive praxis Gamification Alcohol The global market for VR is expected to undergo double-digit compound annual growth...

... bought, peers’ own scores and tax evasion. While this form of gamification is expected to have dire consequences on brands and consumers alike, the literature in that particular area of interest remains non-existent. The paper aims to discuss these issues. Design/methodology/approach A conceptual...