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This study aims to look at the integration of gamification in an e-learning model based on the technology acceptance model. The data was collected from respondents residing in India and elements of gamification (achievement, immersion and social) and personal characteristics of learners (self-efficacy, computer anxiety and enjoyment) and their impact on perceived ease of use (PEOU) and perceived usefulness (PU) were tested.

The data were collected from students and professionals who have ever played games during learning while using an e-learning module. Structural equation modeling using smart partial least square was used to create a model.

The findings showed that enjoyment affected both PEOU and PU and attitude toward e-learning. Achievement and social elements impacted attitude and the immersion element moderated the relation between enjoyment and PEOU and PU. These finally impact attitude and satisfaction, leading to higher intention to use e-learning platforms.

Because this study is very specific to the Indian context, a broad generalization requires further exploration in other cultural contexts. The absence of this exploration is one of the limitations of this study.

This study tested the GAMEFULQUEST suggested by Högberg et al. (2019) based on self-determination theory and its impact on the overall e-learning experience. The moderation of immersion has come out to be significant and achievement and social elements impacted attitude.

Retailers increasingly are using gamification to make the customer experience (CX) more exciting and encourage favourable customer outcomes. This paper aims to conceptualise the gamified customer experience (GCX), including relevant affordances, and investigate its effects on key customer outcomes, as well as its influential factors.

The authors conducted a qualitative interview study with retail customers and gamification experts, plus a scenario-based experiment to test the hypotheses.

Five distinct affordances induced by game elements in retail have led to a more exciting CX. The connections between these affordances and the holistic CX have led to a GCX that influences customer engagement, satisfaction and brand attitude. This effect is dependent on different factors, e.g. retail brand personality, customers' shopping motivation and fear of manipulation.

This study contributes to retail research by conceptualising the GCX phenomenon and providing a summary of relevant affordances. It further provides insights into the GCX's effects on customer outcomes and influential factors, some of which have been ignored in previous research.

This study aims to examine the impact of the gameful experience on behavioural outcomes. Drawing from stimulus–organism–response theory, it proposes and tests a new model that investigates the relationship between the gameful experience, brand loyalty and intention to use gamified branded applications in the sports context. In addition, it explores the mediating role of customer–brand engagement (CBE) and the moderating role of self-image congruity (SIC).

A sample of 436 active users of sport-related branded gamified applications was used to test the model. Data was collected from online sports forums, brands’ Facebook communities and during sporting events.

Results indicate that the gameful experience positively and directly impacts behavioural intentions but does not directly influence brand loyalty. This relationship becomes partially significant when mediated by CBE. In addition, results show that users with high levels of SIC are more likely to continue using the gamified application, whereas users with low levels are more likely to engage with the brand.

This study expands the gamification literature in the sports sector by revealing the importance of the gameful experience in driving loyalty, behavioural intentions and CBE. It proposes a new model that sheds light on the emotional aspect of the interaction between a user and a gamified system and the importance of exploring the effects of moderators, such as SIC, in these relationships.

The purpose of this paper is to explore the emerging motives behind check-in and location sharing of consumers on social network sites (SNSs). A theoretical model for the emergent motives of check-in behavior is proposed, and implications of location sharing for consumer behavior and marketing are discussed.

Data were collected from a convenience sample of 32 respondents, comprising a representative sample of location-based SNS users. In total, 217 unique check-ins, locations, and motives were analyzed, and seven emergent motives were identified through content analysis.

This paper identified the key motives behind check-in behavior, including social-enhancement value, informational and social motivation, entertainment value, gameful experiences, utilitarian motivation, and belongingness. Social-enhancement value is the most frequently cited motive, driven mainly by the selective self-presentation efforts of respondents. Gameful experiences are a newly emerging motive contributing to the “uses and gratifications theory” (UGT).

The proposed model has not yet been formally verified in a quantitative study. A further study with a larger sample size is planned for future work for the verification and generalization of the findings.

Practitioner approaches on check-in behavior are mainly focussed on consumers giving and receiving recommendations of locations and consumers responding to the promotional efforts of marketers. However, this study suggests consumers have more creative and different motives, such as dating through location-based SNSs or gameful experiences.

Research into location-based SNSs is a relatively new area in marketing. This study and proposed model are among the first to explain check-in behavior. Additionally, gameful experiences contribute to UGT, a construct that has not been previously identified.

Cultural perceptions of the zombie have shifted dramatically in the twenty-first century. No longer only associated with anxiety and fear, zombie fiction often appeals to pleasure. One source of pleasure comes from ludification, the process whereby game-like principals and gameful elements shape non-game activities. Increasingly, print fiction borrows from games and uses ludic elements to shape narratives. As such, it has become embedded in convergence culture, a dynamic media ecology where top down processes compete with bottom up processes. This chapter argues that ludified zombie fiction brings this media ecology into sharp relief, revealing ways that gamification and ludification are just as apt to reinforce capitalist processes of commodification and neo-liberal ideologies of power as they are to dismantle them. Through a close reading of three contemporary zombie fictions, this chapter exposes tensions and contradictions in ludification. The dead body of the zombie, the nihilistic landscape of the post-zombie apocalypse and the futility of human endeavour in the face of walking death are all elements of genre that undercut the gamified pursuit of external utility-oriented goals. The chapter explores these knotty ethical and ideological problems, not only considering the zombie apocalypse as a gameful space for rethinking social organisation, but also recognising it as a platform for the promotion of neo-liberal ideologies that perpetuate existing power inequalities through coercive disciplinary regimes.

While academics and practitioners increasingly recognize the impacts of gamification on customer experience (CX), its role in the customer journey remains undeveloped. This article aims to identify how gamification can leverage each customer journey stage, integrate the findings into a conceptual model and propose future research opportunities.

Since CX and customer journey are interrelated concepts, the authors rely on CX research to identify research themes that provide insights to propose the conceptual model. A systematic review of 154 articles on the interplay between gamification and CX research published from 2013 to 2022 was performed and analyzed by thematic content analysis. The authors interpreted the results according to the service customer journey stages and the taxonomy of digital engagement practices.

This article identified five main thematic categories that shape the conceptual model (design, customer journey stages, customer, technology and context). Gamification design can support customer value creation at any customer journey stage. While gamification can leverage brand engagement at the pre-service stage by enhancing customer motivation and information search, it can leverage service and brand engagement at the core and post-service stages by enhancing customer participation and brand relationships. Moreover, customer-, technology- and context-related factors influence the gamified service experience in the customer journey.

This article contributes to a conceptual integration between gamification and customer journey. Additionally, it provides opportunities for future research from a customer journey perspective.

This study aims to investigate the impact of utilitarian, hedonic and social emotional mechanics in gamified digital platforms on the components of value co-creation.

Hypotheses are proposed to test the emotional mechanics of gamification as antecedents of value co-creation in terms of the components of the DART (dialogue, access, risk assessment, transparency) model. The Nike+ gamified digital platform is used as the context for the empirical analysis. The hypothesis testing is performed from the consumer perspective, with data gathered using a questionnaire sent to users of the Nike+ application.

The social emotional mechanics of gamification have a positive impact on the value creation components of dialogue, access, transparency and risk. Utilitarian and hedonic mechanics also exert an impact on the value creation component of access. This study contributes to the value co-creation literature. The findings also reveal the role of customer emotions in embracing gamified platforms in a business-to-business-to-consumer (B2B2C) ecosystem.

Practitioners and consumers in B2B2C ecosystems can gain insight into how to interact in digital gamified platforms and how to co-create value. This study shows the importance of customers’ emotional mechanics when participating in gamified platforms. The results can help organisations ensure the success of their value co-creation processes.

This paper proposes a combination of approaches that have traditionally been studied in isolation, placing emotions at the heart of the value co-creation paradigm.

Previously coined as the application of gaming principles in non-gaming scenarios, gamification is an emerging managerial tactic, but it lacks a rigorous theorization in the management discipline. Based on introductive research on related domains, this study aims to link up gamification and training and directly explored its effectiveness and efficacy, thus providing certain implications for practitioners. Specifically, this paper conceptualizes the gamification as a crystallization of routines as it continuously strengthens the new ways to award and punish with predetermined goals while initiated from past experiences. As such, the study confirms that gamification demotivates the participants and lowers their performances. Overall, the study is important as it investigates the significance of gamification and offers a new perspective to disentangle the debates over the effect of experience on learning.

The study used one base experiment conducted in two random-chosen paired classes, followed by another confirmative experiment. By introducing the gamification system into one experiment class while controlling the other, the authors sent out two waves of surveys while merging with the objective grades to investigate the effects of gamification on both motivation and performance.

The results have confirmed that gamification could engender the detrimental effects on both motivation and performance, though the authors did not find support for a mediating effect of motivation on the relationship between gamification and performance.

Because of resource limitation, the study used business students’ academic performance as a proxy for the performance effect. Although the results help reveal a basic cause-effect relationship, we still need further experiments based on real business units and/or on larger samples.

The findings indicate that gamification counter-intuitively demotivates participants and directly leads to poorer performances. This reminds practitioners of a cautious adoption of gamification in their management system.

To the best of authors’ knowledge, this study is among the first to link the trendy concept of gamification with both managerial and academic studies on related fronts.

The chapter aims to investigate the role and the impact of social media in influencing and shaping (new) tourism experiences.

A service dominant logic and co-creation approach and concepts was adopted for examining how the social media can influence interactions and participation that represent two major sources of tourism experiences.

The chapter provides several arguments showing how social media-enabled interactions and participation can facilitate, foster, and expand the experience co-creation process by altering: when, how, why, what, by whom, and how tourism experiences are co-created.

The chapter develops and argues a theoretical framework that needs to be further validated, refined, and expanded in various contexts.

The chapter provides several examples showing the practical implications on how tourists and tourism firms use the social media for enriching their interactions and participation in the co-creation of tourism experiences.

The chapter also illustrates how the social interactions supported and fostered by the social media can be used for influencing, shaping and promoting specific tourism experiences (i.e., sustainable tourism behavior, socially responsible tourism development).

Past research on technology enhanced tourism experiences has adopted a phenomenological approach to explaining experience creation. The chapter expands this literature by advocating the individualized and the socially co-constructed nature of tourism experiences as well as by adopting an intersubjective approach for explaining how the social media enable an iterative process among the tourists’ and their social context that in turn is responsible for the continuous formation of tourism experiences.

Rather than overstating the favorable effects of gamification on work outcomes, the purpose of this paper is to present a more balanced perspective into the effects a gamified human resource management (HRM) system may have on creativity at work. This conceptual paper explores and delineates how employees' interaction with gamification features within a gamified HRM system enables and particularly undermines employees' motivation for workplace creative performance.

The cross-disciplinary nature of this paper necessitates the reliance on theoretical principles, the explanatory and predictive capacities of theories central to human-computer interaction, employee motivation and creativity fields. Thus, the tenets of affordance, self-determination and dynamic componential theory were utilized to analyze the affordance of a gamified HRM system for employees' creative outcomes.

It is discovered that augmenting the HRM system with gamification affordance is crucial amid global market change and increasing digitization. However, incorporating game design elements into work systems does not necessarily guarantee an increase in creative outcomes. On the contrary, the system may equally undermine employees' motivation, which in turn hampers their creative outcomes.

Many gamification papers have more often than not touted the positive effects of such a system on the targeted outcome. Based on the affordance theory which shows that a user's interaction with gamification properties could produce different outcomes (not only favorable ones) and considering the intricacies of employees' motivation and behavioral outcomes at work, this paper takes a more balanced perspective to examine how gamification could generate intended as well as unintended consequences for employees' creativity, which is crucial to overall job performance.