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Research Methodology of Gamification-Based Consumer Engagement in Value Creation in the Context of ICT Development

In: Gamification and Consumer Engagement

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  • Žaneta Piligrimienė

    (Kaunas University of Technology)

Abstract

The methodological framework of empirical research and research design methodology is provided in this chapter. The mixed method research methodology through different research methods (qualitative and quantitative) and different data sources (content analysis of gamification cases online, representatives of organisations employing gamification, experts of gamification, consumers engaged in gamification) was applied for empirical testing of the model of gamification-based consumer engagement in shared value creation.

Suggested Citation

  • Žaneta Piligrimienė, 2021. "Research Methodology of Gamification-Based Consumer Engagement in Value Creation in the Context of ICT Development," Progress in IS, in: Rimantas Gatautis & Jūratė Banytė & Elena Vitkauskaitė (ed.), Gamification and Consumer Engagement, edition 1, pages 109-128, Springer.
    • Handle: RePEc:spr:prochp:978-3-030-54205-4_6
    DOI: 10.1007/978-3-030-54205-4_6
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