| 书目名称 | Gamification and Consumer Engagement | | 副标题 | Creating Value in Co | | 编辑 | Rimantas Gatautis,Jūratė Banytė,Elena Vitkauskaitė | | 视频video | | | 概述 | Conceptualizes shared value, consumer engagement, and gamification theoretically.Presents a research methodology to study the effects of gamification on consumer engagement.Demonstrates the model empi | | 丛书名称 | Progress in IS | | 图书封面 |  | | 描述 | .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.. . | | 出版日期 | Book 2021 | | 关键词 | Marketing and gamification; CRM strategies; Creating shared value; Identifying customer engagement; Perc | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-030-54205-4 | | isbn_softcover | 978-3-030-54207-8 | | isbn_ebook | 978-3-030-54205-4Series ISSN 2196-8705 Series E-ISSN 2196-8713 | | issn_series | 2196-8705 | | copyright | Springer Nature Switzerland AG 2021 |
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发表于 2025-3-21 17:20:46
