Research Methodology of Gamification-Based Consumer Engagement in Value Creation in the Context of ICT Development

Žaneta Piligrimienė ()
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Žaneta Piligrimienė: Kaunas University of Technology

A chapter in Gamification and Consumer Engagement, 2021, pp 109-128 from Springer

Abstract: Abstract The methodological framework of empirical research and research design methodology is provided in this chapter. The mixed method research methodology through different research methods (qualitative and quantitative) and different data sources (content analysis of gamification cases online, representatives of organisations employing gamification, experts of gamification, consumers engaged in gamification) was applied for empirical testing of the model of gamification-based consumer engagement in shared value creation.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-030-54205-4_6

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DOI: 10.1007/978-3-030-54205-4_6

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