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Gamification in a servicescape context: a conceptual framework
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0003-2924-2874
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.ORCID iD: 0000-0002-1992-7979
2019 (English)In: International Journal of Internet Marketing and Advertising, ISSN 1477-5212, E-ISSN 1741-8100, Vol. 13, no 1, p. 22-46Article in journal (Refereed) Published
Abstract [en]

While gamification has gained in popularity across different research domains, there is still scarce knowledge on gamification in a servicescape context. The little research that exists in this field does not point in any clear direction. However, further investigation of gamification can provide researchers and practitioners with opportunities to further understand, embed and implement gamification into their marketing activities. To solve these issues, this research reviews contemporary servicescape and gamification literature and conceptualises a framework showing how gamification and its mechanics are linked to the concept of servicescapes and its marketing outcomes. This review highlights gamified mechanics in servicescapes as visible, non-visible and platform dependent. These are shown to influence cognitive and affective responses such as engagement, motion, flow and emotions, which subsequently have impact on long and short-term marketing outcomes. Theoretical and managerial implications are also discussed.

Place, publisher, year, edition, pages
InderScience Publishers, 2019. Vol. 13, no 1, p. 22-46
Keywords [en]
Atmospheres, Engagement, Gamification, Marketing, Motivation, Retailing, Servicescape, Stimuli, Organism and response, S-O-R, Value, Customer behaviour
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
URN: urn:nbn:se:lnu:diva-81514DOI: 10.1504/IJIMA.2019.097894Scopus ID: 2-s2.0-85062178245OAI: oai:DiVA.org:lnu-81514DiVA, id: diva2:1300789
Available from: 2019-03-29 Created: 2019-03-29 Last updated: 2019-09-04Bibliographically approved

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Helmefalk, MiralemMarcusson, Leif

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf