I searched, I collected, I experienced: Exploring how mobile augmented reality makes the players go

Fang, Yu‐Hui

doi:10.1016/j.jretconser.2019.102018

Cited by 14 publications

(6 citation statements)

References 101 publications

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“…First, several studies focus on how to develop an effective AR experience by highlighting the importance of some key features and characteristics, such as the mode and control options (e.g., touch vs. voice), content (including the media richness and types of cues, such as images, texts, and audio), options offered (like customization), and system quality and responsiveness (e.g., Amorim et al, 2022; Butt et al, 2022; Kowalczuk et al, 2021; Li & Fang, 2020; Yoo, 2020). The content, and particularly the types of cues, appears to be an important challenge for marketers, whether AR is an experience in and of itself (e.g., in tourism) or if it is used as a tool to sell other products (e.g., make‐up, furniture, etc.)…”

Section: Integrative Frameworkmentioning

confidence: 99%

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Augmented reality in marketing: Conceptualization and systematic review

Massa

Ladhari

2023

Int J Consumer Studies

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This systematic review of the literature focuses on the use of AR and its impacts in the marketing area. It provides a multidisciplinary, up‐to‐date synthesis of the literature and an exhaustive classification of AR. Through the use of the SPAR‐4‐SLR protocol, 148 articles were selected for analysis. The study has three main objectives. First, it reports the key characteristics (distribution by year, publication outlets, etc.), theoretical models, and methodologies used in this research domain. Second, it suggests a classification of the types of AR according to their triggers and the object of the augmentation (self vs. external). Third, it proposes a framework that presents (1) the AR features and attributes and the AR use experience; (2) the cognitive, affective, and social mediators; and (3) the outcomes of these experiences. Key moderators (types of AR, types of products, individual characteristics, etc.) are also discussed. Using the TCCM framework (theories, context, characteristics, and methodologies), this study offers several future research avenues and highlights the importance of considering the effects of the different types of AR. Finally, it offers pointers for managers on how to develop efficient AR solutions and how these can be used to reduce a company's carbon footprint.

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Section: Integrative Frameworkmentioning

confidence: 99%

“…Finally, familiarity with the site, brand, or product category can reduce the excitement produced by the technology but can also enhance the positive effects of AR on brand perception, affect, and cognition (Brito et al, 2018; Brito & Stoyanova, 2018; Feng & Xie, 2019a; Li & Fang, 2020).…”

Section: Integrative Frameworkmentioning

confidence: 99%

Augmented reality in marketing: Conceptualization and systematic review

Massa

Ladhari

2023

Int J Consumer Studies

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“…Therefore, in a gamified context, the gamified experience will not only affect customers' relationship judgements but will also increase brand loyalty because it leads to an experience of pleasant outcomes that reinforces the relationship between the user and the brand (Hwang and Choi, 2020). Generally, the literature on gamification acknowledges that the experience users have while interacting with a branded gamified application can have a positive effect on user preference towards a brand (Al-Zyoud, 2021;Li and Fang, 2020). Specifically, when a user undergoes a positive experience with a branded gamified app, this situation creates an emotional bond leading consumers to maintain their desire to sustain the relationship with the brand.…”

Section: Effect Of Gameful Experience On Brand Loyalty Towards the Brandmentioning

confidence: 99%

Gamify, engage, build loyalty: exploring the benefits of gameful experience for branded sports apps

Habachi,

Matute,

Palau-Saumell

2023

JPBM

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Purpose This study aims to examine the impact of the gameful experience on behavioural outcomes. Drawing from stimulus–organism–response theory, it proposes and tests a new model that investigates the relationship between the gameful experience, brand loyalty and intention to use gamified branded applications in the sports context. In addition, it explores the mediating role of customer–brand engagement (CBE) and the moderating role of self-image congruity (SIC). Design/methodology/approach A sample of 436 active users of sport-related branded gamified applications was used to test the model. Data was collected from online sports forums, brands’ Facebook communities and during sporting events. Findings Results indicate that the gameful experience positively and directly impacts behavioural intentions but does not directly influence brand loyalty. This relationship becomes partially significant when mediated by CBE. In addition, results show that users with high levels of SIC are more likely to continue using the gamified application, whereas users with low levels are more likely to engage with the brand. Originality/value This study expands the gamification literature in the sports sector by revealing the importance of the gameful experience in driving loyalty, behavioural intentions and CBE. It proposes a new model that sheds light on the emotional aspect of the interaction between a user and a gamified system and the importance of exploring the effects of moderators, such as SIC, in these relationships.

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“…The MDA framework was proposed by Hunicke, LeBlanc, and Zubek (2004), focusing on mechanics, dynamics, and aesthetics [23], as well as exploring game design from a systematic perspective [33]. Robson et al (2015) suggested that emotion is a better option for the results; therefore, the MDE framework is more commonly used for MDA within gamification [25].…”

Section: Mde Theorymentioning

confidence: 99%

Encouraging Sustainable Consumption through Gamification in a Branded App: A Study on Consumers’ Behavioral Perspective

et al. 2022

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Gamification, an innovative tool for interacting with consumers that can be seen as a new trend in marketing, could enhance customer behavior, such as greater loyalty. This paper investigates the relationship between gamification, attitude, and customer behavioral intention. Using the Starbucks branded app as the tool, this study aims to identify the influencing factors of the app from a gamification perspective (achievement, challenge, rewards) on customer engagement, perceived playfulness, attitude, and behavior. The Technology Acceptance Model and Mechanics Dynamics Emotions were employed, using perceived playfulness as an intrinsic motivation of the Technology Acceptance Model. The subjects of this study were 581 customers in Taiwan who have used the Starbucks branded app. The primary data were gathered to test the hypothesis and propose a model. The findings showed that game elements have a positive influence on customer engagement and perceived playfulness. Gamification positively enhances customer engagement on the Starbucks branded app and creates joyful emotion and sustainable consumption. Thus, the game element positively affects subsequent behaviors, such as attitude and behavioral intention.

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I searched, I collected, I experienced: Exploring how mobile augmented reality makes the players go

Cited by 14 publications

References 101 publications

Augmented reality in marketing: Conceptualization and systematic review

Augmented reality in marketing: Conceptualization and systematic review

Gamify, engage, build loyalty: exploring the benefits of gameful experience for branded sports apps

Encouraging Sustainable Consumption through Gamification in a Branded App: A Study on Consumers’ Behavioral Perspective

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