The Role of Creative Communications and Gamification in Student Engagement in Higher Education: A Sentiment Analysis Approach

Autor:	Fernando Angelino, Sandra Loureiro, Ricardo Godinho Bilro
Rok vydání:	2021
Předmět:	Customer engagement Higher education business.industry Communication 05 social sciences Sentiment analysis 050301 education Student engagement Public relations 0502 economics and business 050211 marketing business Psychology 0503 education
Zdroj:	Journal of Creative Communications. 17:7-21
ISSN:	0973-2594 0973-2586
DOI:	10.1177/0973258621992644
Popis:	This article aims to explore gamification tools in services and higher education environments and their role in creating student engagement. The research adopts a qualitative method based on quasi-experimental design. Participants from a higher education institution are exposed to gamification activities during a full semester. Researchers use the sentiment analysis (SA) technique based on a text-mining approach to analyse the data. Findings reveal that participants perceive gamification in service settings as a useful tool. The global SA reveals a positive sentiment about the gamification approach that contributes to increasing participants’ engagement. This study’s novelty arises from quasi-experimental research to measure gamification activities’ impact on students’ engagement, measured through SA of their opinions.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::437d4902940ee0fe851088c8539b6e2f https://doi.org/10.1177/0973258621992644 Zobrazit plný text záznamu