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Article
THE IMPACT OF GAMIFICATION ON CONSUMER BRAND ENGAGEMENT
Rimantas Gatautis, Jurate Banyte, Zaneta Piligrimiene, Elena Vitkauskaite, Asta Tarute
ABSTRACT. The research purpose of the paper is to define the gamification impact on consumer brand engagement. Gamification concept refers to the use of game elements in non-game contexts. Based on the literature review, the gamification is analysed through gamification pyramid approach. According to various researchers, the game mechanics and game components are considered as most influential gamification techniques. Literature review reveals three dimensions of consumer brand engagement: cognitive, emotional and behaviour. The gamification of organisational activities servesas stimuli and drive consumer brand engagement. The findings of empirical survey on the impact of gamification on consumer brand engagement in Lithuanian market prove that gamification is positively relatedto consumer brand engagement, but the relation is rather weak .
KEYWORDS: gamification, game mechanics, game components, consumer engagement, brand engagement.
JEL classification: M31, M39, L81.