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.

Conceptualizes shared value, consumer engagement, and gamification theoretically Presents a research methodology to study the effects of gamification on consumer engagement Demonstrates the model empirically to understand consumer perceived value and its channels of influence

Autorentext

Rimantas Gatautis (1974-2018) was a Principal investigator leading the Digitalisation Research Group at Kaunas University of Technology (Lithuania). Prof. Gatautis had wide-ranging experience of implementing European Commission funded projects in the Leonardo da Vinci, EUREKA, COST, Interreg, the Sixth Framework Programme (FP6), and H2020 programs. His latest research focused on ICT influence on enterprise transformation in the transition economies, e-business models in transition economies, socio-economic aspects of ICT adoption, and on processes of governance and democracy, knowledge-driven innovations, social networks, and gamification.
Jurate Banyte is Professor of Marketing at the Sustainable Management Research Group, School of Economics and Business, Kaunas University of Technology (Lithuania). She has been involved in EUREKA, the Sixth Framework Programme (FP6), Leonardo da Vinci and other projects funded by the European Commission, and leads the COST programme component 'From Sharing to Caring: Examining Socio-Technical Aspects of the Collaborative Economy'. Her main fields of academic interests are consumer behavior, sustainable consumption, consumer engagement and value management, among others.
Elena Vitkauskaite is a Researcher of the Digitalisation Research Group, and Lecturer of Digital Marketing, Kaunas University of Technology (Lithuania). She has been involved in various research projects funded by the Lithuanian government and the European Commission (e.g. the Sixth Framework Programme (FP6), Interreg IVC, H2020) related to e-Business and e-Government. Her research interests include modeling business processes, quality measurement of electronic services, cross-cultural issues on the web, social network sites, gamification, and digital transformation.

Inhalt

Introduction.- The concept of shared value in the context of newest marketing theories.- Consumer engagement in the context of value creation.- Expression of the concept of gamification in the context of ICT development.- The conceptual model of gamification-based consumer engagement in value creation.- Research methodology of gamification-based consumer engagement in value creation in the context of ICT development.- Research results of gamification-based consumer engagement in value creation in the context of ICT development.- Conclusions and further research directions.