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State of Research on Gamification for Online Consumers in SCOPUS Indexed Marketing Journals

In: Selected Papers from the 10th International Conference on E-Business and Applications 2024

Author

Listed:
  • Nirankush Dutta

    (Birla Institute of Technology and Science)

  • Srishti Negi

    (Birla Institute of Technology and Science)

Abstract

In 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.

Suggested Citation

  • Nirankush Dutta & Srishti Negi, 2024. "State of Research on Gamification for Online Consumers in SCOPUS Indexed Marketing Journals," Springer Books, in: Pui Mun Lee & Gyu Myoung Lee (ed.), Selected Papers from the 10th International Conference on E-Business and Applications 2024, pages 3-12, Springer.
    • Handle: RePEc:spr:sprchp:978-981-97-3409-2_1
    DOI: 10.1007/978-981-97-3409-2_1
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