The impact of gamification on consumer loyalty, electronic word‐of mouth sharing and purchase behavior

Al‐Zyoud, Mohammad Fahmi

doi:10.1002/pa.2263

Cited by 33 publications

(27 citation statements)

References 73 publications

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“…This finding may show that consumers have clearly defined objectives when they go shopping, with a clear union of awareness and action, which are two of the dimensions of the flow theory. Thus, our results are not in line with those indicated by Insley and Nunan (2014) and Al-Zyoud (2021). On the contrary, 7 interviewees answered that their psychological state influences their online purchases.…”

Section: Subtheme 2: Affective Aspects Of Online Shoppingcontrasting

confidence: 99%

The Epic Game of Creating a Successful Gamified Co-Creation Strategy

Lopes

Gomes

Santos

et al. 2022

Administrative Sciences

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This paper aims to explore consumer engagement with online retailers through gamification, the use of game mechanics, and co-creation. A qualitative methodology was used through an exploratory case study approach. The interviews were conducted with 30 Portuguese consumers. It was found that the majority of respondents do not consider online shopping as a substitute for other entertainment activities. Respondents stressed that in online shopping, the important thing is personal satisfaction and their needs. According to the Hexad model, these characteristics fit the free spirit gamer, the Barttle model the explorer and the BrainHex model the seeker. As far as co-creation is concerned, the results indicate that most of the interviewees do not value the tools that exist on the retailers’ websites which allow them to create their own product. This study provides recommendations for retailers to implement a successful co-creation gamification strategy. Companies need to include gaming elements to enhance the retail experience and increase sales. In turn, this can increase competitive pressures among retailers by improving the services and products they offer. This paper provides empirical support for the current dearth of qualitative studies on the role of gamification and co-creation in the online retail experience. Many of the findings of this study are not in line with existing literature, allowing the conclusion that gamification alone is no longer enough to engage the online retail consumer with products and brands, requiring co-creation for the effective engagement of this consumer.

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Section: Subtheme 2: Affective Aspects Of Online Shoppingcontrasting

confidence: 99%

The Epic Game of Creating a Successful Gamified Co-Creation Strategy

Lopes

Gomes

Santos

et al. 2022

Administrative Sciences

View full text Add to dashboard Cite

show abstract

“…One popular way for brands to provide consumers with entertainment, fun and pleasure in social media is gamification, sometimes referred to as advergaming or advertainment [ 60 , 61 ]. Gaming features generate high levels of active engagement and increase the willingness of consumers to interact [ 60 , 62 ], this leading to a more powerful identification with the brand [ 63 ] and contributing to users’ immersion and community experience [ 55 ].…”

Section: Discussionmentioning

confidence: 99%

Boosting eWOM through Social Media Brand Page Engagement: The Mediating Role of Self-Brand Connection

Moisescu

Gică

Herle

2022

Behavioral Sciences

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The present study’s objective is to investigate the influence of active and passive social media brand page engagement on eWOM, via self-brand connection. To accomplish this objective, an online survey was conducted among a sample of Facebook users from Romania, Facebook being the most popular social network worldwide, and Romania being an adequate representation of a European developing country. To assess the proposed research model, we used partial least squares structural equation modeling (PLS-SEM). Our results show that social media brand page engagement, either passive or active, has a positive impact eWOM, both directly and indirectly, via self-brand connection. Additionally, our research reveals that the two types of social media brand page engagement generate eWOM distinctly: although passive engagement has a considerably stronger direct influence on self-brand connection, active engagement is equally influential for both self-brand connection and eWOM. However, due to the mediating role of self-brand connection, the total effect on eWOM is relatively equal for both passive and active engagement. The research provides practical implications for social media marketers, emphasizing the importance of increasing consumers’ engagement with social media brand pages for generating eWOM and, consequently, to attract new customers and to reinforce brand loyalty for existing ones.

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“…For example, gamification in the tourism context might have the intention to increase brand awareness and customer loyalty to the destination [31]. Likewise, gamification for e-commerce applications could be adopted to affect customer's purchase and electronic word-of-mouth (eWOM) sharing behavior [32].…”

Section: A the Intention To Adopt Gamificationmentioning

confidence: 99%

Gamification in Education Context: The Intention, The Design and The Result

Dinata

2021

Inf. J. Ilm. Bid. Teknol. Inf. dan Komun.

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Gamification has been widely adopted in many areas, including in the educational context. The students need to be motivated in following the learning process because everyone feels happy to learn if there is no coercion. By presenting something fun and enjoyable, students are expected to be more involved in the learning process, which will achieve better learning outcomes. Gamification is very reliable in bringing fun and pleasure to the learning process for the students. We analyze three items from the previous study; the intention and what the goals are expected, how to design, and the result of gamification in the education context. We found the intentions of gamification adoption in an educational context. They are to increase students' motivation to learn and present an alternative learning method that is more fun and enjoyable. And for the success of this gamification program, a game application can be developed using existing sophisticated technology and by presenting a reward system mechanism. The presence of points, badges, and leader boards cannot be separated from the gamification because it is a very inherent gamification feature to motivate students to play the game. Getting students to use the games intensively is not the only result we expect, but it also makes students learn better to produce good learning outcomes.

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The impact of gamification on consumer loyalty, electronic word‐of mouth sharing and purchase behavior

Cited by 33 publications

References 73 publications

The Epic Game of Creating a Successful Gamified Co-Creation Strategy

The Epic Game of Creating a Successful Gamified Co-Creation Strategy

Boosting eWOM through Social Media Brand Page Engagement: The Mediating Role of Self-Brand Connection

Gamification in Education Context: The Intention, The Design and The Result

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