Gamification in Human Resource Management: A Review of Applications, Motivations, and Impacts through the Lens of Marketing and Consumer Behavior

DOI

10.2991/978-94-6239-624-1_23How to use a DOI?

Keywords

gamification; HRM; employee engagement; consumer behavior; motivation

Abstract

This paper explores gamification in HRM through a marketing and consumer behavior lens, positioning employees as internal consumers. It integrates motivational theories with consumer behavior principles to explain how gamification supports recruitment, learning, engagement, and retention. While gamification enhances motivation and performance, it also raises ethical and cultural concerns. Overall, the findings highlight that ethical and context-sensitive gamification can serve as a strategic tool for sustainable engagement and organizational loyalty.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Hong Phuong Nhat Le
PY  - 2026
DA  - 2026/04/06
TI  - Gamification in Human Resource Management: A Review of Applications, Motivations, and Impacts through the Lens of Marketing and Consumer Behavior
BT  - Proceedings of the International Conference on Sustainable Economics and Finance in the Digital Business Transformation (INCOSEF 2025)
PB  - Atlantis Press
SP  - 314
EP  - 326
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-624-1_23
DO  - 10.2991/978-94-6239-624-1_23
ID  - Le2026
ER  -