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Neves, J., Oliveira, M., Viseu, Clara & Bacalhau, L. M. (2025). Gamification and Consumer Engagement: A Comparative Study Between Gamers and Non-Gamers. 20th Iberian Conference on Information Systems and Technologies (CISTI 2025) (16-19 june). Univesity of Lisbon, Lisboa, Portugal.

J. Neves et al.,  "Gamification and Consumer Engagement: A Comparative Study Between Gamers and Non-Gamers", in 20th Iberian Conf. on Information Systems and Technologies (CISTI 2025) (16-19 june). Univesity of Lisbon, Lisboa, Portugal, Lisboa, 2025

@misc{neves2025_1788468714659,
	author = "Neves, J. and Oliveira, M. and Viseu, Clara and Bacalhau, L. M.",
	title = "Gamification and Consumer Engagement: A Comparative Study Between Gamers and Non-Gamers",
	year = "2025",
	url = "https://link.springer.com/chapter/10.1007/978-3-032-10728-2_14"
}

TY  - CPAPER
TI  - Gamification and Consumer Engagement: A Comparative Study Between Gamers and Non-Gamers
T2  - 20th Iberian Conference on Information Systems and Technologies (CISTI 2025) (16-19 june). Univesity of Lisbon, Lisboa, Portugal
AU  - Neves, J.
AU  - Oliveira, M.
AU  - Viseu, Clara
AU  - Bacalhau, L. M.
PY  - 2025
CY  - Lisboa
UR  - https://link.springer.com/chapter/10.1007/978-3-032-10728-2_14
AB  - Gamification is increasingly used in marketing to enhance Consumer Brand Engagement (CBE) through interactive experiences. However, much of the literature assumes homogeneous consumer responses, overlooking how prior gaming experience shapes engagement with gamified brand elements. This study addresses this gap by examining how prior gaming experience influences CBE across four dimensions: Absorption, Identification, Affection, and Social Connection. A quantitative survey of 698 Portuguese consumers (489 gamers and 209 non-gamers) was conducted. MANOVA and multiple regression analyses were applied to compare group differences and assess how gamification mechanisms (Immersion, Achievement, and Social Interaction) influence CBE dimensions in both segments. Results show that non-gamers develop stronger Identification, while gamers exhibit higher Absorption, Affection, and Social Connection. Significant differences in Immersion, Achievement, and Social Interaction confirm that prior gaming experience conditions engagement with gamified brand elements. These findings highlight the importance of tailoring gamification strategies to consumer profiles, designing immersive and competitive gaming experiences, and socially oriented, accessible experiences for non-gamers. The study advances CBE theory in gamified contexts and reinforces the need for segmentation-based gamification strategies in marketing practice..
ER  -