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Books > Business & Economics > Business & management > Sales & marketing > Customer services
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Gamification and Consumer Engagement - Creating Value in Context of ICT Development (Hardcover, 1st ed. 2021)
Loot Price: R3,341
Discovery Miles 33 410
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Gamification and Consumer Engagement - Creating Value in Context of ICT Development (Hardcover, 1st ed. 2021)
Series: Progress in IS
Expected to ship within 10 - 15 working days
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In the context of rapid ICT development, this book focuses on how
gamification affects consumer engagement and can be used to create
a shared value for customers and companies. Based on the constructs
of shared value, consumer engagement and gamification, it creates a
conceptual model and a research methodology to enable empirical
testing and provide complex empirical research findings. The book
demonstrates the use of game elements and the motivation to play
games as a means of achieving a psychological effect, i.e.,
consumer engagement manifested through gamified activities and
brand engagement. This joint empirical study, by an expert team,
concludes that the analysis of consumer perceived value in the
context of engagement in gamified activities should distinguish
between not just the theoretically identified company/brand-related
economic, emotional, functional and social values, but also between
engagement-related social and functional values.
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