, app providers use gamification, i.e., they link their apps’ core, non-game activities to game elements (e.g., levels …, points). Gamification extends traditional loyalty strategies that reward value-added activities by rewarding ongoing … simultaneously driving engagement. However, it is unclear to what extent gamification helps to drive user engagement and add business …

This paper aims to explore consumer engagement with online retailers through gamification, the use of game mechanics … provides recommendations for retailers to implement a successful co-creation gamification strategy. Companies need to include … qualitative studies on the role of gamification and co-creation in the online retail experience. Many of the findings of this …