Progress in IS Rimantas Gatautis Jūratė Banytė Elena Vitkauskaitė  Editors Gamification and Consumer Engagement Creating Value in Context of ICT Development Progress in IS “PROGRESS in IS” encompasses the various areas of Information Systems in theory and practice, presenting cutting-edge advances in the field. It is aimed especially at researchers, doctoral students, and advanced practitioners. The series features both research monographs that make substantial contributions to our state ofknowledgeandhandbooksandothereditedvolumes,inwhichateamofexperts is organized by one or more leading authorities to write individual chapters on various aspects of the topic. “PROGRESS in IS” is edited by a global team of leading IS experts. The editorial board expressly welcomes new members to this group. Individual volumes in this series are supported by a minimum of two members of the editorial board, and a code of conduct mandatory for all members of the board ensures the quality and cutting-edge nature of the titles published under this series. Moreinformationaboutthisseriesathttp://www.springer.com/series/10440 (cid:129) ū ė ė (cid:129) Rimantas Gatautis J rat Banyt ė Elena Vitkauskait Editors fi Gami cation and Consumer Engagement Creating Value in Context of ICT Development Editors RimantasGatautis JūratėBanytė KaunasUniversityofTechnology KaunasUniversityofTechnology Kaunas,Lithuania Kaunas,Lithuania ElenaVitkauskaitė KaunasUniversityofTechnology Kaunas,Lithuania ISSN2196-8705 ISSN2196-8713 (electronic) ProgressinIS ISBN978-3-030-54204-7 ISBN978-3-030-54205-4 (eBook) https://doi.org/10.1007/978-3-030-54205-4 ©SpringerNatureSwitzerlandAG2021 Thisworkissubjecttocopyright.AllrightsarereservedbythePublisher,whetherthewholeorpartofthe materialisconcerned,specificallytherightsoftranslation,reprinting,reuseofillustrations,recitation, broadcasting,reproductiononmicrofilmsorinanyotherphysicalway,andtransmissionorinformation storageandretrieval,electronicadaptation,computersoftware,orbysimilarordissimilarmethodology nowknownorhereafterdeveloped. Theuseofgeneraldescriptivenames,registerednames,trademarks,servicemarks,etc.inthispublication doesnotimply,evenintheabsenceofaspecificstatement,thatsuchnamesareexemptfromtherelevant protectivelawsandregulationsandthereforefreeforgeneraluse. The publisher, the authors, and the editorsare safeto assume that the adviceand informationin this bookarebelievedtobetrueandaccurateatthedateofpublication.Neitherthepublishernortheauthorsor theeditorsgiveawarranty,expressedorimplied,withrespecttothematerialcontainedhereinorforany errorsoromissionsthatmayhavebeenmade.Thepublisherremainsneutralwithregardtojurisdictional claimsinpublishedmapsandinstitutionalaffiliations. ThisSpringerimprintispublishedbytheregisteredcompanySpringerNatureSwitzerlandAG. Theregisteredcompanyaddressis:Gewerbestrasse11,6330Cham,Switzerland In memory of Rimantas Gatautis Contents Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 RimantasGatautis,JūratėBanytė,andElenaVitkauskaitė TheConceptofSharedValueintheContextofNewestMarketing Theories. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 ReginaVirvilaitėandAistėDovalienė ConsumerEngagementintheContextofValueCreation. . . . . . . . . . . . 33 JūratėBanytė,RitaKuvykaitė,andAstaTarutė ExpressionoftheConceptofGamificationintheContextofICT Development. . . .. . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . .. . 69 RimantasGatautis,AgnėGadeikienė,andElenaVitkauskaitė TheConceptualModelofGamification-BasedConsumerEngagement inValueCreation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99 RimantasGatautis,JūratėBanytė,RitaKuvykaitė,ReginaVirvilaitė, AistėDovalienė,ŽanetaPiligrimienė,AgnėGadeikienė, ElenaVitkauskaitė,andAstaTarutė ResearchMethodologyofGamification-BasedConsumerEngagement inValueCreationintheContextofICTDevelopment. . . . . . . . . . . . . . 109 ŽanetaPiligrimienė ResearchResultsofGamification-BasedConsumerEngagement inValueCreationintheContextofICTDevelopment. . . . . . . . . . . . . . 129 ŽanetaPiligrimienė,AgnėGadeikienė,RimantasGatautis, andElenaVitkauskaitė vii viii Contents ConclusionsandFurtherResearchDirections. . . . . . . . . . . . . . . . . . . . 173 RimantasGatautis,JūratėBanytė,RitaKuvykaitė,ReginaVirvilaitė, AistėDovalienė,ŽanetaPiligrimienė,AgnėGadeikienė, ElenaVitkauskaitė,andAstaTarutė Annexes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 183 References. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199 Introduction RimantasGatautis,JūratėBanytė,andElenaVitkauskaitė Thesearchfornewpossibilitieshasalwaysbeenachallengingtaskforcompaniesin order to get established and maintain the position in the market. Over the past decade, fast development of technologies has created new possibilities for compa- niesandconsumers.Informationcommunicationtechnologies(ICT)areamongthe most dynamically developing and widely applied. Active ICT development and adaptationhaveinspirednewprocessesandchangesinconventionalapproaches. Consumers, like companies, tend to extensively use possibilities provided by ICT.TheuseofICTinprofessionalandpersonallifehasbecomeobligatoryrather thanamatterofchoice.Fromtheconsumerperspective,theuseofICTisassociated with consumer value. With the growing amount of ICT-related decisions and possibilities enabledbytheuseofICT,creationofvaluethroughICTisbecoming particularlyimportant. ICT development has caused extensive changes in consumer behaviour, i.e. consumers have become readily accessible and active. One of the changes in consumerbehaviourhasbeenassociatedwiththedevelopmentoflaptops,tabletPCs andsmartphones.Accordingtoresearchstudies,manyconsumersmakeuseofmore than one gadget (We Are Social 2015). Thus, ICT has enabled companies to reach consumers and communicate different content in any place at any time. Another changeinconsumerbehaviourisassociatedwiththeiractiveroleintheuseofdigital content. Web 2.01 has created conditions for consumers to actively engage in the creation of content and services, communication or even service provision. Wide usageofICTisconfirmedbythefactthatconsumersspendlesstimeontelevision, radio,traditionalbooks,journalsornewspapersandmoretimeonactivitiesinvirtual 1Web2.0—Webpagesthatarebasedonconsumer-createdcontent,applicabilitytoconsumerneeds andinteraction(O’Reilly2005). R.Gatautis·J.Banytė(*)·E.Vitkauskaitė KaunasUniversityofTechnology,Kaunas,Lithuania e-mail:[email protected] ©SpringerNatureSwitzerlandAG2021 1 R.Gatautisetal.(eds.),GamificationandConsumerEngagement,ProgressinIS, https://doi.org/10.1007/978-3-030-54205-4_1 2 R.Gatautisetal. reality. Following current tendencies and consumer priorities, companies try to digitisetheiroffersandinvestmoreinonlinecommunication. Despitetheemergenceofnewpossibilities,consumeractivitydoesnotmeetthe expectations of companies and is not what it might be if technologies were employed. An active consumer’s role manifests through the use of content or realisation of activities that require short-term consumer engagement and non-complicated decision-making. Such consumer behaviour is conditioned by growing amounts of digital content and consumer possibilities to discover digital content(increasingnumbersofcontentproviders,popularityofwebsitesaggregating digital content) and engage in heuristic activities (sharing, liking, assessing etc.). Suchasituationdoesnotsatisfyexpectationsofcompanies,becausetheyattemptto develop long-term relationships with consumers. In the context of marketing, rela- tionshipswithconsumersarebecominganimportantconditionfordevelopmentof consumer loyalty; therefore, the aim of companies to establish and develop such relationshipsiseconomicallyexpedientandsound. Inordertodealwithemergingchallenges,companiesareforcedtosearchfornew ways and methods not only how to call attention of consumers, but also how to engage them in activities resulting in a long-term relationships. Gamification was first recognised as a prospective solution on the Gartner Hype Cycle of Emerging Technologies. Since then the possibilities of using gamification were explored in increasingnumberofareas,in2019makingitswaytopoliticsandcivicinstitutions, the areas that were reluctant to use gamification so far (Angelovska 2019). This is based on the prognosis made by Gartner that 80% of gamification-based solutions would fail before 2014 as companies would not be able to achieve their aims. Gartner indicated the major reason for failure to be insufficiently substantiated gamification solutions (Gartner 2012). According to recent reports by Gartner (2014), gamification is advancing from the stage of maximised expectations to another stage requiring deep and well-grounded research. Such research studies will establish conditions for the emergence of profitable gamification-based solutions. Consideringtransformationsinthemarketandtendenciesingamificationdevel- opment, this monograph is aimed at contributing to a deeper and more profound understandingofthegamificationphenomenonanddisclosureofpossibilitiesofits use by companies. The concept of gamification, although with its deep and game- based origins, is still understudied; there is a lack of research studies to help understandandconceptualisegamification. Gamificationisassociatedwiththeuseofgameelementsinnon-gamesituations (Deterdingetal.2011c).Inthemarketing,gamificationhasbeenusedbybusinesses toimproveadvertisingperformance,engagecustomersandenhanceperceivedbrand value (Xi and Hamari 2019). Research shows that gamification is effective for increasing customer engagement, enhancing their creativity, initiating learning, changing behaviours, fostering technology adoption and providing customers with enjoyableexperiences(Hammedietal.2019).Theseadvantagesofgamificationare useful to companies, as they encourage more active engagement of consumers throughmorefrequentandlongerinteractions.Suchinteractionsprovideconditions