Impact Score 6.43
Gamification is emerging as one of the most promising futuristic trends in the area of Marketing. The term was first used by Bret Terill in 2008 who defined it as the process of using game mechanics with other forms of technology for the purpose of increasing engagement (Pace & Dipace, 2015). Described as a means to enhance overall consumer experience (Huotari & Hamari, 2012), gamification is increasingly being used by marketers in varying ways to engage their customers with the brands. The concept has led to the integration of utilitarian and hedonic systems, making it one of the most assuring and compelling strategies of the future (Koivisto & Hamari 2019).
Previous studies have widely acknowledged the effect of gamification elements in eliciting high levels of engagement (Hamari & Koivisto, 2014; Harwood & Garry, 2015; Kuo & Chuang, 2016). Use of gamification to increase engagement has been explored in the context of several areas including business energy conservation, education (Toda, do Carmo, da Silva, Bittencourt & Isotani, 2019) and health and fitness (Morford, Witts, Killingsworth & Alavosius, 2014; Hamari & Koivisto, 2015). Recent studies have also strengthened the application of the concept in various areas of marketing including Consumer Loyalty (Hwang & Choi, 2019), online reviews (Moro, Ramos, Esmerado & Jalali, 2019), Brand Love (Hsu & Chen, 2018), Behavioural Engagement and Purchase (Jang, Kitchen & Kim, 2018), Customer engagement (Eisingerich, Marchand, Fritze & Dong, 2019), Engagement in online co-creation communities (Leclercq, Hammedi & Poncin, 2019), Intrinsic Need Satisfaction (Xi & Hamari, 2019) and affective, informational & social feedback (Hassan, Dias & Hamari, 2019).
Despite the enthusiasm surrounding the concept and multitude of research done to establish its strength, there still exist significant gaps which are essential to be deliberated upon (Koivisto & Hamari 2019; Helmefalk & Marcusson, 2018). There is a lack of coherence in research models studied to establish gamification in diverse contexts, which calls for strengthening the theoretical foundations of the phenomenon (Koivisto & Hamari, 2019). Research gaps also exist in correlating gamification to metrics connected with user experience and its further influence on behavioural and brand-related outcomes (Tsu & Chen, 2018). With the rapid growth of this phenomenon, it is essential to zoom out the lens for understanding gamification as a concept and to measure its effectiveness in different cultural contexts. There are methodological gaps and lack of uniformity in measurement models and instruments (Koivisto & Hamari, 2019) and also a dearth of strong evidence-based research in understanding the impact of individual psychological characteristics on gamification adoption.
Based on the above review, there seems to be a persistent need to critically dissect and examine gamification as a technique before it can be accepted as one of the most rewarding tactics for marketers. For any technology to successfully establish itself, it takes human validation and a test-and-learn approach to apply strategic thoughtfulness and adjust for factors that algorithms have myopically ignored (BCG Report, 2019). Therefore, it is vital for future researches to explore gamification in distinct ways and establish its dominance and effectiveness in the domain of Marketing.
The objective of this special issue is to explore gamification as a strategy in greater profundities and understand, both, the upside and the potential downside associated with the approach. The special issue aims to explore new applications of gamification and also methodologies which further establish it as a powerful marketing strategy of the future. We welcome submissions of original manuscripts that advance empirical, theoretical and conceptual understanding of how Gamification drives marketing strategy and how it can lead to strengthening the brand’s performance-related outcomes. Manuscripts must have substantial implications for theory and practice. This special issue aims to broaden interdisciplinary perspectives on gamification and marketing strategy research.
Potential research topics on gamification may include:
• Theoretical and conceptual development of gamification in marketing
• Measurement of gamification construct
• Role of gamification in influencing and sustaining collective and collaborative behaviours
• Gamification and its role in redefining Marketing Strategy
• Application of gamification in different marketing domains such as advertising, services and brand management
• The emergence of new gaming technologies and their impact on customer engagement and experience.
• Characteristics of gamification and its influence on individual adoption of gamified products, services or applications
• Integration of gamification elements in motivational information systems and their impact on consumer behaviour
• Psychological perspectives of adoption of gamification features and outcomes.
• Validation of gamification with other theoretical models used in information system research
• Ethical implications of gamification
• Opposing and unfavourable effects of gamification on consumer behaviour and strategies to alleviate them.
Onlinesubmission open date: 30th November, 2019
Initial papersubmission deadline: January 31st, 2020
First roundauthors notification: March 31st, 2020
Invitedrevisions deadline: June 15th, 2020
Second roundauthors notification: August15th, 2020
Final revisiondeadline: October 30th, 2020
Final authorsnotification: November 30th, 2020
Projectedpublication: January 2021
Gurinder Singh, Amity International Business School, Amity University, India, email: [email protected]
Bhawna Kumar, Amity International Business School, Amity University, India, email: [email protected]
Kokil Jain, Amity International Business School, Amity University, India, email: [email protected]
All submissions have to be prepared according to the Guide for Authors as published in the Journal website at: https://www.elsevier.com/journals/international-journal-of-information-management/0268-4012/guide-for-authors
Authors should select “SI: Gamification”, from the “Choose Article Type” pull- down menu during the submission process. All contributions must not have been previously published or be under consideration for publication elsewhere. Link for submission of manuscript is __________________
A submission based on one or more papers that appeared elsewhere has to comprise major value-added extensions over what appeared previously (at least 50% new material). Authors are requested to attach to the submitted paper their relevant, previously published articles and a summary document explaining the enhancements made in the journal version.
All submitted papers will undergo a rigorous peer-review process that will consider programmatic relevance, scientific quality, significance, originality, style and clarity.
4. Hamari, J., & Koivisto, J. (2015). Why do people use gamification services? International Journal of Information Management, 35(4), 419-431.
6. Hassan, L., Dias, A., & Hamari, J. (2019). How motivational feedback increases user’s benefits and continued use: A study on gamification, quantified-self and social networking. International Journal of Information Management, 46, 151-162.
18. Toda, A. M., do Carmo, R. M., da Silva, A. P., Bittencourt, I. I., & Isotani, S. (2019). An approach for planning and deploying gamification concepts with social networks within educational contexts. International Journal of Information Management, 46, 294-303.