The place of gamification in customer engagement theory

Gamification captured the attention of both marketing researchers and practitioners about a decade ago. Despite established conceptualization gamification as driver intrinsic motivation range empirical research on topic, there is still uncertainty its place tool. Some argue that acts customer engagement, others consider it an outcome process. Such dual nature raises question role which plays in relationship management. This study aims to analyze through lenses engagement theory order identify features between these concepts. To achieve bibliometric analysis was conducted existing knowledge topic systematized. The findings were divided into four clusters content those analyzed details. compared with key practices. Which allowed types customers terms gamification: supporters, spectators, super fans, fun seekers. proposed classification may be used by academics for estimating potential outcomes using purposes among different customers.