Gamification for Brand Value Co-Creation:A Systematic Literature Review


Gamification, commonly defined as the use of game elements in non-game contexts, is a relatively novel term, yet it has been gaining popularity across a wide range of academic and industrial disciplines. In the marketing field, companies are increasingly gamifying their mobile apps and online platforms to enrich their customers’ digital experiences. Whilst there has been a number of systematic studies examining the influence of gamification on user engagement across different fields, none has reviewed its role in brand value co-creation. Following a systematic literature review procedure via the online research platform EBSCOhost, this paper is the first to survey a set of empirical studies examining the role and impact of gamification on brand value co-creation. A final pool of 32 empirical studies implies the existence of four types of activities that are co-created by online users and positively influenced by gamification, namely: customer service, insights sharing, word-of-mouth, and random task. Moreover, this paper highlights the major game dynamics driving these activities, the key findings of each of the covered studies and their main theoretical underpinnings. Lastly, a set of noteworthy research directions for future related studies are suggested, comprising the exploration of novel game elements, and new co-creation activities related to corporate social responsibilities and physical commercial operations.

Publication DOI:
Divisions: College of Business and Social Sciences > Aston Business School > Operations & Information Management
College of Business and Social Sciences > Aston Business School
Additional Information: © 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (
Uncontrolled Keywords: Brand value co-creation,Consumer behaviour,Consumer motivation,Crowdsourcing,Customer engagement,Customer value creation,Gamification,Marketing,Online users,Sharing economy,Information Systems
Publication ISSN: 2078-2489
Last Modified: 11 Jun 2024 17:27
Date Deposited: 02 Sep 2021 08:44
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Related URLs: https://www.mdp ... 89/12/9/345/htm (Publisher URL)
http://www.scop ... tnerID=8YFLogxK (Scopus URL)
PURE Output Type: Review article
Published Date: 2021-08-26
Accepted Date: 2021-08-24
Authors: Merhabi, Mohamad Amir
Petridis, Panagiotis (ORCID Profile 0000-0003-3593-8261)
Khusainova, Rushana



Version: Published Version

License: Creative Commons Attribution

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