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Playing the gamification and co-creation game: a bibliometric literature review

Author

Listed:
  • João M. Lopes

    (University of Beira Interior)

  • Sofia Gomes

    (University Portucalense)

  • Ivo Rodrigues

    (ISAG - European Business School)

Abstract

The growing use of gamification as a powerful communication and engagement tool for active and passive users has raised greater interest among academics and professionals. The benefits of gamification tend to increase when a co-creation process involves users. This study aims to carry out a bibliometric literature review on gamification and co-creation to assess their roles in engaging active and passive users and creating value for companies. To this end, a bibliometric literature review was conducted. We used the Web of Science database and gathered publications 157 for analysis that simultaneously respected the key search terms terms “gamif* and co-creation”, “gamif* and user-design”, “gamif* and customization” and “gamif* and engagement”. In addition to analysing the evolution of publications and citations and identifying lines of research, this study proposes a model for implementing a gamified strategy with co-creation to obtain greater consumer and company benefits. This study proposes an original model for implementing a gamified strategy with co-creation (“GAMER” model), contributing to the still scarce literature on the subject. On the other hand, the study of gamification and co-creation was carried out comprehensively, not focusing on a specific industry or area.

Suggested Citation

  • João M. Lopes & Sofia Gomes & Ivo Rodrigues, 2024. "Playing the gamification and co-creation game: a bibliometric literature review," Management Review Quarterly, Springer, vol. 74(1), pages 353-376, February.
    • Handle: RePEc:spr:manrev:v:74:y:2024:i:1:d:10.1007_s11301-022-00302-8
    DOI: 10.1007/s11301-022-00302-8
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    References listed on IDEAS

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    16. Syrjälä, Henna & Kauppinen-Räisänen, Hannele & Luomala, Harri T. & Joelsson, Tapani N. & Könnölä, Kaisa & Mäkilä, Tuomas, 2020. "Gamified package: Consumer insights into multidimensional brand engagement," Journal of Business Research, Elsevier, vol. 119(C), pages 423-434.
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    19. Simeia Azevedo Santos & Leonardo Nelmi Trevisan & Elza Fátima Rosa Veloso & Marcelo Antonio Treff, 2021. "Gamification in training and development processes: perception on effectiveness and results," Revista de Gestão, Emerald Group Publishing Limited, vol. 28(2), pages 133-146, May.
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    More about this item

    Keywords

    Gamification; Engagement; Co-creation; Management; Value creation; Gamified strategy;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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