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Cited by 317

The DOI matches its Crossref record; 11 of the 11 references it cites were found in a registry or an index.

An investigation into gamification as a customer engagement experience environment

Harwood, Tracy, Garry, Tony·2015·Journal of Services Marketing
DOI 10.1108/jsm-01-2015-0045
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Abstract

Purpose: – This study aims to provide empirically generated insights into a gamification approach to online customer engagement and behavior (CE and CEB). There is a substantive discrepancy between popular coverage and empirically based research as to the effectiveness of virtual brand gamification in engaging customers. Design/methodology/approach: – Using Samsung Nation as a unit of analysis, a mixed-methods research design using netnography and participant observation is adopted to address the research aim. Findings: – Taken holistically, the findings identify key processes and outcomes of CE and CEB within virtual gamified platforms. Additionally, insights are provided into implementation flaws deriving from gamification that may potentially impact the CE experience. Originality/value: – The contribution of this paper is twofold. First and from a theoretical perspective, it offers both a conceptual foundation and empirical-based evaluation of CE and CEB through a gamified brand platform. Second and from a pragmatic perspective, the conceptual model derived from this research may aid practitioners in developing more robust gamified CE strategies.

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Metadata

Authors
Harwood, T., & Garry, T.
Venue
Journal of Services Marketing
Publisher
Emerald
Published
2015-09-14
Volume
29
Issue
6/7
Pages
533-546
ISSN
0887-6045 (ISSN-L)
DOI
10.1108/jsm-01-2015-0045
OpenAlex
W1889227610
Cited by
317
References
11
FWCI
41.03
Type
journal article
Language
en
Open access
closed

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CoChat. (2026). Citation check: An investigation into gamification as a customer engagement experience environment. https://app.cochat.ai/papers/10.1108/jsm-01-2015-0045
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Harwood, T., & Garry, T. (2015). An investigation into gamification as a customer engagement experience environment. Journal of Services Marketing. https://doi.org/10.1108/jsm-01-2015-0045

Data sources

Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.