Gamification and Consumer Engagement

1. Front Matter

   Pages i-viii

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2. Introduction

   • Rimantas Gatautis, Jūratė Banytė, Elena Vitkauskaitė

   Pages 1-6

3. The Concept of Shared Value in the Context of Newest Marketing Theories

   • Regina Virvilaitė, Aistė Dovalienė

   Pages 7-32

4. Consumer Engagement in the Context of Value Creation

   • Jūratė Banytė, Rita Kuvykaitė, Asta Tarutė

   Pages 33-67

5. Expression of the Concept of Gamification in the Context of ICT Development

   • Rimantas Gatautis, Agnė Gadeikienė, Elena Vitkauskaitė

   Pages 69-97

6. The Conceptual Model of Gamification-Based Consumer Engagement in Value Creation

   • Rimantas Gatautis, Jūratė Banytė, Rita Kuvykaitė, Regina Virvilaitė, Aistė Dovalienė, Žaneta Piligrimienė et al.

   Pages 99-108

7. Research Methodology of Gamification-Based Consumer Engagement in Value Creation in the Context of ICT Development

   • Žaneta Piligrimienė

   Pages 109-128

8. Research Results of Gamification-Based Consumer Engagement in Value Creation in the Context of ICT Development

   • Žaneta Piligrimienė, Agnė Gadeikienė, Rimantas Gatautis, Elena Vitkauskaitė

   Pages 129-172

9. Conclusions and Further Research Directions

   • Rimantas Gatautis, Jūratė Banytė, Rita Kuvykaitė, Regina Virvilaitė, Aistė Dovalienė, Žaneta Piligrimienė et al.

   Pages 173-181

10. Back Matter

    Pages 183-216

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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.

 

• Marketing and gamification
• CRM strategies
• Creating shared value
• Identifying customer engagement
• Perceived value identification
• ICT development and consumer behavior

• Kaunas University of Technology, Kaunas, Lithuania

  Rimantas Gatautis, Jūratė Banytė, Elena Vitkauskaitė

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.

Jūratė Banytė 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 Vitkauskaitė 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.

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