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Please use this identifier to cite or link to this item: http://dspace.bits-pilani.ac.in:8080/jspui/handle/123456789/17853
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dc.contributor.authorDutta, Nirankush-
dc.date.accessioned2025-02-18T09:59:19Z-
dc.date.available2025-02-18T09:59:19Z-
dc.date.issued2024-08-
dc.identifier.urihttps://link.springer.com/chapter/10.1007/978-981-97-3409-2_1-
dc.identifier.urihttp://dspace.bits-pilani.ac.in:8080/jspui/handle/123456789/17853-
dc.description.abstractIn today’s business landscape, exceeding customer expectations is no longer a bonus; it’s the essential fuel for dominance. Hence, businesses are leaving no stone unturned. One rising strategy in this battle is engaging consumers through gamification. Game elements have direct and positive effects on users’ engagement in e-commerce. This evolving phenomenon has given rise to interest among researchers to study gamification and its effect on online consumers. This current paper attempts to synthesize these studies that have been published in Marketing journals over the years. Thus, this paper aims to provide direction for research on gamification to the Marketing scholars, and share a comprehensive view of the findings which the managers will find useful. Relying on the PRISMA framework and TCCM framework, a systematic literature review has been conducted for this study, to succinctly present the state of extant literature and identify the future scope of research.en_US
dc.language.isoenen_US
dc.publisherSpringeren_US
dc.subjectManagementen_US
dc.subjectGamificationen_US
dc.subjectCustomer experienceen_US
dc.subjectMarketingen_US
dc.subjectE-commerceen_US
dc.titleState of Research on Gamification for Online Consumers in SCOPUS Indexed Marketing Journalsen_US
dc.typeArticleen_US
Appears in Collections:Department of Management

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