Motivational effects and age differences of gamification in product advertising

By J. Bittner, J. Schipper. 2014

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Challenging games help students learn: An empirical study on engagement, flow and immersion in game-based learning (2016, background): “For example, in the domain of commerce, Bittner and Shipper (2014) found that the effect of gamification on behavioral engagementwasmediated by flowand enjoyment.”
Does gamification affect brand engagement and equity? A study in online brand communities (2020, unknown): “…how the interactions with gamification may translate differently to brand engagement and brand equity depending on the gaming history of consumers (Bittner & Schipper, 2014), what kinds of players they are (Robson et al., 2016), and how their interactions relate to their demographic factors such…”
A definition for gamification: anchoring gamification in the service marketing literature (2016, background): “Currently, gamification has already been employed and researched in majority of the above mentioned domains such as commerce (Bittner and Shipper 2014; Cechanowicz et al. 2013; Hamari 2013; Hamari2015; Terlutter and Capella 2013), education (Denny 2013, Hakulinen et al. 2013; Domínguez et al. 2013;…”