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

Žaneta Piligrimienė (), Agnė Gadeikienė, Rimantas Gatautis and Elena Vitkauskaitė
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Žaneta Piligrimienė: Kaunas University of Technology
Agnė Gadeikienė: Kaunas University of Technology
Rimantas Gatautis: Kaunas University of Technology
Elena Vitkauskaitė: Kaunas University of Technology

A chapter in Gamification and Consumer Engagement, 2021, pp 129-172 from Springer

Abstract: Abstract Qualitative and quantitative research results are provided in this chapter. The aim of the qualitative research was to uncover game elements employed for gamification of activities of companies and find out what value for company is created by consumers engaged through gamification in value co-creation. The aim of the quantitative research was to reveal how consumers engage in company/brand value co-creation through gamified activities and what consumer value this generates.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-030-54205-4_7

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DOI: 10.1007/978-3-030-54205-4_7

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