The Relationship Between Gamification, Brand Engagement and Brand Equity

Xi, Nannan; Hamari, Juho

doi:10.24251/hicss.2019.099

Cited by 41 publications

(29 citation statements)

References 52 publications

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“…For example, Yang et al [9] found that perceived usefulness influences intention to engage with the game and the attitude towards the gamified brand, and hence is the strongest predictor to brand attitude. A similar study by Nannan and Hamari [16] was conducted regarding gamification and brand engagement. In another research by Hwang and Choi [15], the authors realized that gamification increases consumer loyalty, which in turn results in increased consumer participation.…”

Section: Introductionmentioning

confidence: 94%

“…However, because the majority of e-commerce researches has been done before the emergence of gamification, the impact of the gamification on customer purchase satisfaction has been ignored. In recent researches, the effect of gamification has been seen as a key factor in E-customer loyalty [9]- [16]. For example, Yang et al [9] found that perceived usefulness influences intention to engage with the game and the attitude towards the gamified brand, and hence is the strongest predictor to brand attitude.…”

Section: Introductionmentioning

confidence: 99%

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E-customer loyalty in gamified trusted store platforms: a case study analysis in Iran

Hosseini

Rezvani

2021

Bulletin EEI

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Customer satisfaction, trust, and loyalty are the three most fundamental elements of e-marketing. Previous researchers have noted that satisfaction is a key factor in commanding loyalty. However, the relationship between satisfaction, trust, and loyalty is strongly dependent on the type of platform provided by digital stores. On the other hand, gamification in E-businesses has grown rapidly in recent years. In this context, it is necessary to explore the effects of gamification on e-customer satisfaction and loyalty. In this paper, it is argued that customer satisfaction alone cannot inspire loyalty. Simply speaking, customers’ satisfaction with gamified services can lead to developing trust and, in turn, loyalty. This research also presents a thorough review of the effect of store-related motivational factors, such as gamification, on trust. These factors include moderator and mediator variables. The hypotheses of this study are considered in the context of one of the largest online retail stores in Iran which enjoys a large market share in the Middle East. To this end, Lawshe content validity ratio is utilized and expert opinions are applied to the proposed model. Evaluation results, obtained through the smartPLS, established the robustness of our modeling in terms of reliability analysis, significance level analysis, discriminant validity analysis, coefficient of determination, model fitting, and cross-validation.

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Section: Introductionmentioning

confidence: 94%

Section: Introductionmentioning

confidence: 99%

E-customer loyalty in gamified trusted store platforms: a case study analysis in Iran

Hosseini

Rezvani

2021

Bulletin EEI

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“…In the gamified mHealth domain, challenges help users satisfy their intrinsic need for competence after completing a demanding task. The limited literature suggests that challenges positively relate to intrinsic need satisfaction in a gamified system [ 62 ]. Moreover, challenges have been shown to assist users in reaching their fitness goals in mHealth [ 63 ].…”

Section: Research Model and Hypotheses Developmentmentioning

confidence: 99%

An Integrated Model for Evaluating the Sustainability of Gamified Mobile Health Apps: An Instrument Development and Validation

et al. 2023

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Mobile health (mHealth) apps are designed to support health behavior outcomes and improve well-being. The existing body of literature confirms mHealth’s overall efficacy in promoting physical activity; however, more research on its utility in sustaining user engagement is needed. Understanding the determinants of an individual’s willingness to continue using mHealth is vital to improving the intervention’s success. This study developed a unified model and survey instrument adapted from extant literature while introducing new constructs to predict the sustained use of gamified mHealth. A pilot study was conducted to validate the survey instrument using 48 gamified fitness app users in Malaysia. The survey instrument was tested following rigorous guidelines for quantitative research in the information system context. According to the findings, the reliabilities of most measurement items met the criterion, and those items were retained. Overall, this paper contributes by integrating social comparison theory and the self-determination theory for sustaining user engagement with gamified mHealth through an extrinsic and intrinsic motivation perspective.

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“…Previous studies recommended that customers have a higher level of enjoyment while collecting points and badges (Codish and Ravid, 2017 ). By achieving a specific assignment, consumers collects points, gets identification updates, and encounters a sensation of euphoria, fun, and enjoyment (Denny, 2013 ; Xi and Hamari, 2019 ). As indicated by Lazzaro ( 2009 ), there are four kinds of entertainment: easy fun, based on curiosity; serious fun, based on the excitement of obtaining valuable objects; people fun, based on social connections; and hard fun, based on challenges that require strategy and skill.…”

Section: Research Model and Hypothesis Developmentmentioning

confidence: 99%

Impact of Intrinsic and Extrinsic Gaming Elements on Online Purchase Intention

Santana²

2022

Front. Psychol.

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Gamification is a developing trend that can work on customers' motivation and performance in online business areas. Notwithstanding, it is still vigorously debated as there is a continuous conversation inside the gamification community about whether individual gamification elements may really weaken or improve on customers' intrinsic and extrinsic motivations as well as the effect on the consumer's perceived enjoyment and purchase intention. The study uses a questionnaire survey as the research method. A total of 310 questionnaires were distributed, and after the data screening, 302 sets were valid data. The data analysis for this study was analyzed by using SPSS and Smart-PLS. The findings of this study show that intrinsic and extrinsic gaming elements affect consumers' purchase intention in gamification. This study shows how extrinsic gaming elements such as points, badges, feedback and challenges are affecting customers' perceived enjoyment. Furthermore, intrinsic gaming elements such as leaderboards, levels, avatars, and privacy control are affecting customers' perceived enjoyment. It also shows that perceived enjoyment positively affects purchase intention and mediates the relationship between intrinsic and extrinsic gaming elements and purchase intention. Additionally, it shows that promotion focus negatively moderates the relationship between intrinsic elements and perceived enjoyment. This study presents a new research model to explore the effect of extrinsic and intrinsic elements in gamification on purchase intention. The results of this research may help game designers to identify the right design features for the right customers, which has important practical implications for online business development.

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The Relationship Between Gamification, Brand Engagement and Brand Equity

Cited by 41 publications

References 52 publications

E-customer loyalty in gamified trusted store platforms: a case study analysis in Iran

E-customer loyalty in gamified trusted store platforms: a case study analysis in Iran

An Integrated Model for Evaluating the Sustainability of Gamified Mobile Health Apps: An Instrument Development and Validation

Impact of Intrinsic and Extrinsic Gaming Elements on Online Purchase Intention

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