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

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

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

Ricardo Godinho Bilro, Sandra Maria Correia Loureiro, Fernando José de Aires Angelino

Abstract

“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”.

Reference

Bilro, R. G., Loureiro, S. M. C., & Angelino, F. J. D. A. (2021). The Role of Creative Communications and Gamification in Student Engagement in Higher Education: A Sentiment Analysis Approach. Journal of Creative Communications, 0973258621992644. https://journals.sagepub.com/doi/abs/10.1177/0973258621992644

Keywords 

Gamification, gamification-based tools, engagement behaviours, student engagement