Abstract: Given the motivational effect of game elements and mechanisms on user experience in various non-game contexts, gamification has widely been used as an effective marketing technique to enhance the performance of business practices. In the past decade, a variety of studies have explored and investigated the value that gamification can provide in consumer-facing marketing activities. However, there is still a dearth of granular understanding of how gamification in marketing has been studied in the current literature. This paper follows the PRISMA literature review process and systematically reviews 93 papers consisting of 111 empirical studies on gamification and marketing management. The synthesized findings provide a holistic picture of the adopted research methods, different investigated gamification affordances and advergames, various gamified industries, and marketing performance indicators regarding products, services, and brands. Five agenda points, mainly relating to methodology and themes, are further suggested.

Abstract: As a typical motivational information system, gamification has been given high expectation regarding facilitating knowledge management, and especially sharing motivation and behaviors. However, there is no consensus on the effects of gamification on knowledge-sharing due to conflicting views supported by the existing empirical evidence. It is still unclear under what circumstances gamification can effectively enhance knowledge-sharing, eg, the forms of gamification, purposes of employing gamification, and where gamification is used. To address these gaps, we conducted a meta-analysis of a body of literature (25 studies) that empirically examined the effects of three primary forms of gamification on knowledge-sharing across two types of platforms (public vs. organization). The findings reveal that compared to achievement and social-related gamification, immersion-related gamification can enhance both the quality and quantity of knowledge contribution. Notably, organizational platforms temper gamification's influence on knowledge-sharing quantity, but amplify its effect on knowledgesharing quality compared to public platforms.