Economics at your fingertips  

Consumer engagement in value co-creation within virtual video game communities

Afi Fouad El () and Ouiddad Smail ()
Additional contact information
Afi Fouad El: Hassan first University of Settat,ENCG, LRMMC, Morocco
Ouiddad Smail: Hassan first University of Settat,ENCG, LRMMC, Morocco

Management & Marketing, 2021, vol. 16, issue 4, 370-386

Abstract: With the emergence of the gaming industry as the most empowering form of entertainment, video game online communities have become a refuge for many users who are looking to fulfil specific needs, leading them to participate in creating their own experiences. Drawing upon the uses and gratifications theory, this research aims to understand the motivations behind consumer engagement in value co-creation within digital game distribution services (exp. Steam), and how it affects loyalty. To the extent of the author’s knowledge, little research has addressed this question within the gaming industry. We conducted an online survey administered to video game platforms users, through which 195 valid answers were collected. Findings suggest that hedonic along with personal and social motivations have positive influence on user’s engagement to co-create value, which in return increases their loyalty behavior.

Keywords: Consumer engagement; Value co-creation; Motivations; Loyalty; Virtual communities; Video games (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link) (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

DOI: 10.2478/mmcks-2021-0022

Access Statistics for this article

Management & Marketing is currently edited by Alina Mihaela Dima

More articles in Management & Marketing from Sciendo
Bibliographic data for series maintained by Peter Golla ().

Page updated 2023-09-20
Handle: RePEc:vrs:manmar:v:16:y:2021:i:4:p:370-386:n:3