Game on! How gamified loyalty programs boost customer engagement value

Hollebeek, Linda D.; Das, Kallol; Shukla, Yupal

doi:10.1016/j.ijinfomgt.2021.102308

Cited by 70 publications

(87 citation statements)

References 107 publications

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“…Finally, online brand communities must develop distinctive tangible and intangible rewards programs such as loyalty programs, special offers, and referrals to enhance consumers' contributions (Hollebeek, et al, 2021). Given the difficulty of building continuing relationships with consumers, executives should develop the rewards programs considering the consumer segments to ensure that consumers are more receptive to these programs, thereby shaping meaningful associations with brands.…”

Section: Managerial Implicationsmentioning

confidence: 99%

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Elsharnouby¹,

Mohsen²,

Saeed³

et al. 2021

JRIM

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Purpose This study aims to examine the relationships between the online communities’ characteristics and resilience to negative information (RNI) mediated by both brand knowledge and brand involvement. Design/methodology/approach According to stimulus-organism-response (S-O-R) framework, this research postulates that information quality, rewards and virtual interactivity drive RNI directly and indirectly through brand knowledge and/ or brand involvement. A survey of 326 Facebook pages followers was conducted, representing followers of fashion clothing brands in social media platforms in Egypt. We have used AMOS to check the constructs’ validity and reliability, as well as the Hayes’s PROCESS macro to test the mediation. Findings The findings show that information quality, rewards and virtual interactivity are the respective drivers of brand knowledge and brand involvement; the brand knowledge and brand involvement help explain why consumers are resilient to negative information of specific brands; and the drivers of brand knowledge and/ or brand involvement differ in consumers who tend to ignore negative information they receive about the brand. Practical implications Outcomes of the research recommend that executives should identify the outstanding determinants for improving resilient consumers to negative information through creating the highest possible brand knowledge and involvement between the consumers and brands. Originality/value Little attention has been paid to examine the RNI and linking it with brand knowledge and brand involvement in online communities’ context, thus, the current research is conducted.

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Section: Managerial Implicationsmentioning

confidence: 99%

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Elsharnouby¹,

Mohsen²,

Saeed³

et al. 2021

JRIM

View full text Add to dashboard Cite

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“…Hollebeek, who tends to focus on CE from a customer perspective, Professor Kumar variously takes a customer-(e.g., Kumar et al, 2019) and firm perspective of CE (e.g., Kumar et al, 2010). Professor Kumar is also a thought leader in exploring CE's interface with other stakeholders' engagement (e.g., Kumar and Pansari, 2016;Hollebeek et al, 2020b), and has pioneered the important notion of CE value (e.g., Kumar et al, 2010), which has seen a substantive following (e.g., Carlson et al, 2017;Venkatesan et al, 2018;Hollebeek, Das, and Shukla, 2021).…”

Section: Table III About Herementioning

confidence: 99%

Fifteen years of customer engagement research: a bibliometric and network analysis

Hollebeek

Sharma

Pandey

et al. 2021

JPBM

Self Cite

108

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Purpose In recent years, customer engagement (CE) with brands, which has been shown to yield enhanced firm sales, competitive advantage and stock returns, has risen to occupy a prominent position in brand management research and practice. Correspondingly, scholars have explored CE’s conceptualization, operationalization and its nomological networks as informed by different theoretical perspectives. However, in spite of important advances, the knowledge structure of the overall corpus of CE research remains tenuous. Therefore, the purpose of this paper is to explore the intellectual structure of CE research. Design/methodology/approach Based on this gap, this study deploys bibliometric and network analysis to map CE’s literature-based landscape. Using bibliometric analysis, important CE-publishing journals, authors and influential CE articles (2005–2020) are uncovered. Using network analysis, prominent CE themes are also unearthed. Findings The results document key CE-publishing journals and authors and their respective contributions to the literature. Five CE themes are also identified, including CE measurement/methods, online CE, CE’s value co-creating capacity, CE conceptualization and customer/consumer brand engagement. Further, an agenda for future CE research is provided based on the presented network analysis results. Practical implications The reported findings generate important implications for brand managers. For example, the identified critical role of online (vs offline) CE offers a range of strategic opportunities, as outlined. Originality/value This paper offers a pioneering bibliometric and network analysis of the CE literature, thus mapping the field. From the identified CE themes, important avenues for further CE research are also identified.

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“…Given the orientation of the video game virtual communities, consumers are looking to release tension or engage in challenging tasks, and thus we propose that the notion of enjoyment has a direct impact on online consumer engagement in value co-creation, whether it is the pleasure of belonging to the community, or the pleasure of helping others (altruism) (Hollebeek et al, 2021). The third hypothesis can be stated as follows:…”

Section: Effect Of Hedonic Motivations On Engagementmentioning

confidence: 99%

“…Consumers seek knowledge, interaction, social identity and a personal value, which generate a sense of belonging towards the gaming platforms (Chuang, 2020). Furthermore, consumer engagement can lead to rational and emotional senses, based on a previous experience, that can strengthen their loyalty (Bowden, 2009;Brodie et al, 2013;Hollebeek et al, 2021). This implies physical, cognitive and emotional endeavor translated by content generation and word-of-mouth activities (Algesheimer et al, 2005;Cheung et al, 2011).…”

Section: Effect Of Engagement On Loyaltymentioning

confidence: 99%

Consumer engagement in value co-creation within virtual video game communities

Afi

Ouiddad

2021

Management &Amp; Marketing. Challenges for the Knowledge Society

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With the emergence of the gaming industry as the most empowering form of entertainment, video game online communities have become a refuge for many users who are looking to fulfil specific needs, leading them to participate in creating their own experiences. Drawing upon the uses and gratifications theory, this research aims to understand the motivations behind consumer engagement in value co-creation within digital game distribution services (exp. Steam), and how it affects loyalty. To the extent of the author’s knowledge, little research has addressed this question within the gaming industry. We conducted an online survey administered to video game platforms users, through which 195 valid answers were collected. Findings suggest that hedonic along with personal and social motivations have positive influence on user’s engagement to co-create value, which in return increases their loyalty behavior.

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Game on! How gamified loyalty programs boost customer engagement value

Cited by 70 publications

References 107 publications

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Fifteen years of customer engagement research: a bibliometric and network analysis

Consumer engagement in value co-creation within virtual video game communities

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