GAMIFICATION FOR BRAND VALUE CO-CREATION

Nowadays, companies are increasingly gamifying their mobile apps and online platforms for marketing purposes. Beyond sparking their online users’ interest and fostering their loyalty, companies are noticeably using gamification to engage them in brand value creation.

In my presentation, I highlight this concept and identify the four major types of co-creation activities typically endorsed by gamification, namely: customer service, insights sharing, word-of-mouth, and random task.

Respectively, a set of game mechanics and dynamics associated with this phenomenon will be outlined, before concluding with a number of intriguing ideas that could potentially be considered in the future across many industries.

Speaker: Mohamad Amir Merhabi

Professional in business development with a considerable experience in various commercial industries. Skilled in Business Planning and Market Analysis, with an MSc degree in Marketing and International Management. Currently pursuing a PhD project that examines the growing use of gamification in fostering brand value co-creation. In this conference, I will give a presentation about my published paper "Gamification for Brand Value Co-Creation: A Systematic Literature Review", whereby I define this emerging concept, along with identifying the major types of co-creation activities endorsed by gamification and the prevalent game dynamics promoted in this respect.

Session recorded at Gamification Europe 2022.

Тэги:

#gamification

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