title: The place of gamification in customer engagement theory
metadata.name: dc.contributor.author
metadata.value: Muravskaia, Snezhana A.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2022-09-13T17:14:42Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2022-09-13T17:14:42Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2022-06
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Muravskaia S. A. 2022. The place of gamification in customer engagement theory. Vestnik of Saint Petersburg University. Management 21 (2): 263–283.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: http://doi.org/10.21638/11701/spbu08.2022.205
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/37752
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: Gamification captured the attention of both marketing researchers and practitioners about a decade
  ago. Despite the established conceptualization of gamification as a driver of intrinsic motivation
  and a range of empirical research on the topic, there is still uncertainty about its place as
  a marketing tool. Some researchers argue that gamification acts as a driver of customer engagement,
  others consider it as an outcome of the process. Such dual nature raises the question of the
  role which gamification plays in customer relationship management. This study aims to analyze
  gamification through the lenses of customer engagement theory in order to identify the features
  of the relationship between these concepts. To achieve that a bibliometric analysis was conducted
  and the existing knowledge on the topic of customer engagement was systematized. The findings
  were divided into four clusters and the content of those clusters was analyzed in details. Gamification
  was compared with the key customer engagement practices. Which allowed to identify
  four types of customers in terms of engagement in gamification: supporters, spectators, super
  fans, and fun seekers. The proposed classification may be used by both academics and practitioners
  for estimating potential outcomes of using gamification for engagement purposes among
  different types of customers.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: en
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 21; Issue 2
metadata.lang: -
metadata.name: dc.subject
metadata.value: gamification
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: customer engagement
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: brand engagement
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: bibliometric analysis
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: literature review
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: The place of gamification in customer engagement theory
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 911.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/37752/1/911.pdf
resources.format: Adobe PDF
resources.size: 2,05 MB