• Corpus ID: 17778981

Gamification: A New Paradigm for Online User Engagement

  title={Gamification: A New Paradigm for Online User Engagement},
  author={Atreyi Kankanhalli and Mahdieh Taher and Huseyin Cavusoglu and Seung-Hyun Kim},
The trend of employing game mechanisms and techniques in non-game contexts, gamification, has dramatically increased in recent years. Gamification can be viewed as a new paradigm for enhancing brand awareness and loyalty, innovation, and online user engagement. With the novelty and potential of gamification, until now there is limited understanding and research in this area. Particularly, previous literature falls short in explaining the antecedents of engagement, the mechanisms, and the… 

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