Gamification became a new attractive way to strengthen relations with consumers for companies and brands. Despite gamification is new and not clearly described phenomena companies apply different gamification techniques aiming to enhance consumers brand engagement. The paper explores gamification concepts and gamification techniques, successful gamification characteristic and gamification impact on different engagement dimensions. The proposed gamification impact on consumer brand engagement is tested empirically.
Gatautis, Rimantas and Vitkauskaitė, Elena, "Consumer Brand Engagement: Role Of Gamification" (2015). ICEB 2015 Proceedings. 56.