The relationship between Gamification and Sustainability of small and medium enterprise: Explaining the role of digital transformation in open innovation and value co-creation

Accelerating digital transformation and the basic needs of businesses to adapt to environmental transformations and complexities have doubled the necessity for extensive stakeholder interactions. Gamification is a powerful tool that facilitates stakeholder interaction and a common understanding of the vision and contributes to the sustainability of businesses. Businesses' sustainability in the digital transformation age depends on the continuous interaction of stakeholders and a comprehensive understanding of all the business pillars, which will be possible through the flow of ideas inside and outside the workplace and by providing innovative processes. In this regard, this study explores the effect of gamification on corporate sustainability by explaining the role of digital transformation, open innovation, and value co-creation. The statistical population of this study comprises top managers and experts in e-businesses who use gamification in their processes. The statistical sample included ۱۱۷ managers and experts active in this field, and they were selected through convenience sampling. The data collection tool was a questionnaire reliability of which was ۰.۷۶۳ using Cronbach's alpha. Using Smart PLS software, the gathered data were analyzed by structural equation modeling (SEM). Gamification, with a factor of ۷۴%, has a positive effect on open innovation, while a factor of ۸۵% has a positive effect on digital transformation. Gamification, both directly and indirectly, creates value co-creation in businesses, and finally, value co-creation at ۷۸% affects corporate sustainability.

Keywords:

gamification , Digital Transformation , Open innovation , Co-creation , Corporate Sustainability