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This study aims to provide empirically generated insights into a gamification approach to online customer engagement and behavior (CE and CEB). There is a substantive discrepancy between popular coverage and empirically based research as to the effectiveness of virtual brand gamification in engaging customers.

Using Samsung Nation as a unit of analysis, a mixed-methods research design using netnography and participant observation is adopted to address the research aim.

Taken holistically, the findings identify key processes and outcomes of CE and CEB within virtual gamified platforms. Additionally, insights are provided into implementation flaws deriving from gamification that may potentially impact the CE experience.

The contribution of this paper is twofold. First and from a theoretical perspective, it offers both a conceptual foundation and empirical-based evaluation of CE and CEB through a gamified brand platform. Second and from a pragmatic perspective, the conceptual model derived from this research may aid practitioners in developing more robust gamified CE strategies.

The purpose of this paper is to analyze the role of embodied dimensions and relational possibilities of (serious) play at work. It shows how a phenomenological and processual approach can help in developing an integral understanding of (serious) play and its paradox in relation to work and practical wisdom and professional artistry in organizations.

Based on the literature review and phenomenology, the role of embodied dimension, and the nexus of playful practitioners, practices and playgrounds are discussed. Systematically, then the concept of “inter-playing” is proposed as a specific embodied and processual practice. Subsequently, the in-between is shown to be a medium and transrelational nexus for (serious) play that allows a more comprehensive understanding and implications.

Based on the phenomenological and relational approach, the concept of (inter-)play allows an extended understanding of serious play and its paradox as a form of an inter-practice. The mediating in-(ter-)between is revealed as decisive for playful practices and playgrounds in organizations. Serious play is linked to practical wisdom and professional artistry in organizations.

Specific theoretical and methodological implications for exploring and enacting play are offered. It is suggested to take research itself as a form of inter-practice and to enact a more integral epistemology and methodological pluralism, including body-related and art-based approaches and critical issues.

Some specific practical implications are provided that facilitate and enable embodied play and play-spaces in an ongoing, arts-based learning and development process in organizational and educational contexts.

The corporeality of responsive inter-play is seen as connected to sociality and social interaction as self and others are considered as a nexus. In particular, poetic phrónêsis in professional playful practice is linked to social creativity that includes attention and recognition of others and otherness as well as social inclusivity.

By extending the existing discourse and using an embodied approach, the paper proposes a novel orientation for re-interpreting serious play. Equally, it offers the new processual concepts of inter-play and inter-practice that allow more explorations and connections to discourses and practices of phronesis and art(istry).

The purpose of this paper is to present the results of national level Delphi study carried out in Spain aimed at providing inputs for higher education administrators and decision makers about key e-learning trends for supporting postgraduate courses.

The ranking of the e-learning trends is based on a three-dimensional analysis that combines the cost of implementation, the impact of each trend on learning outcomes and the diffusion forecast among postgraduate courses in the time horizon. The authors use the Delphi method for managing an expert panel.

Mobile learning, gamification, social media and open education are found as some of the key e-learning trends that might have greater educational impacts in postgraduate programs in the next years. These results are expected to help educational institutions to plan future positioning strategies depending on their starting positions, resources and intentions to innovate.

Educational managers and planners need to identify priority issues and principal trends in higher education in order to raise their innovative offer and to maintain competitiveness. The results might help them. Moreover the indicator and the methodological approach is a novelty in the field.

This paper aims to explore the motivations of digital moms to develop relationships with brands in the online environment.

Following a qualitative, interpretative approach, this paper uses several data collection methods such as netnography, focus groups and in-depth interviews to fully understand the motivations of digital moms.

The results suggest that eight motivations influence consumers to engage with and follow brands on their social networking sites: information, entertainment, knowledge-seeking, social influence, social interaction, brand-relationship maintenance, communication and self-expression. A proposed framework that categorizes these motivations based on the level of engagement, and the type of user is discussed along with the new functions that brands fulfill in the online environment.

These findings have practical implications for managers seeking to design and implement improved branding strategies to develop stronger, more meaningful relationships with their customers. The location of participants of this study can be considered as a limitation, as the different life situations or contexts of other Internet users may alter the results.

This study recognizes important changes in consumer behavior elicited by online technologies. Several qualitative data collection methods are used to identify and provide a more comprehensive understanding of the motivations of digital moms to interact with brands online. A major contribution of this research is the establishment of a link between consumer-brand relationship theory and uses and gratifications theory.