WTG (Way to Go)! How to Take Gamification Research in Marketing to the Next Level

Eppmann, René; Klein, Kristina; Bekk, Magdalena

doi:10.15358/0344-1369-2018-4-44

Cited by 8 publications

(4 citation statements)

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“…Incentives and rewards in gamification generate positive meaning and promote changes in user behavior [30]. Therefore, gamification in marketing focuses on providing consumers with a game experience to engage them in various activities related to a product or brand [31]. Gamification encourages consumer participation by turning dull daily behaviors into exciting experiences, ultimately increasing consumer participation and brand loyalty [32].…”

Section: Introductionmentioning

confidence: 99%

The Moderating Effect of Green Advertising on the Relationship between Gamification and Sustainable Consumption Behavior: A Case Study of the Ant Forest Social Media App

2023

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The end of the twentieth century saw increased research on sustainability issues, particularly consumer consumption patterns and their environmental impact. As consumers become more aware of the need to shift consumption habits toward green initiatives, a broader set of methods encouraging sustainable living should be sought. Due to the popularity of gamification in apps and other technology-related solutions, little research has been conducted to investigate gamification and advertising as a strategy to promote sustainable consumption. Using convenience sampling, this study surveyed 305 Ant Forest app users to investigate the relationship between gamification, perceived enjoyment, and sustainable consumption while observing green advertising as a moderating effect. The findings show that green advertising does not moderate gamification experience or perceived enjoyment but does moderate perceived enjoyment and sustainable consumption. Given that the study samples were university students, it is surprising to learn that gamification and green advertising have no relationship, thus denying the gamification experience to encourage sustainable behavior among China’s youth. As a result, marketers pursuing green initiatives should keep this impactful result in mind when implementing gamified features in user-experience apps. Gaming is seen uniquely for pleasure and enjoyment, not for creating behavioral change and awareness.

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Section: Introductionmentioning

confidence: 99%

The Moderating Effect of Green Advertising on the Relationship between Gamification and Sustainable Consumption Behavior: A Case Study of the Ant Forest Social Media App

2023

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“…According to Deterding, Dixon, Khaled, and Nacke (2011) , gamification is the “use of game design elements in non-game contexts.” However, Huotari and Hamari (2017) defined it as “a process of enhancing a service with affordances for gameful experiences to support users’ overall value creation.” Thus, the term gamification focuses on either the game design facet or the experiential aspect, i.e., the gameful experience. It stresses on engaging customers in different activities related to a product or a brand by transforming the regular customer experience into a gameful experience ( Eppmann, Klein, & Bekk, 2018 ). There is a need to motivate customers towards in-game mechanics by turning a dull routine into a fun experience ( Khomych, 2019 ).…”

Section: Introductionmentioning

confidence: 99%

“…Although gamification research has grown over the years, there is little research done to understand the effects of gameful experience in the context of gamification, or variables explaining these effects, as well as moderating factors that influence these effects ( Eppmann, Klein et al, 2018 ). Researchers ( Moon, Hossain, Sanders, Garrity, & Jo, 2013 ; Watkins & Molesworth, 2012 ) indicated that consumers develop a feeling of psychological ownership towards diverse digital technologies and contents despite the intangible possessions nature of these digital contexts.…”

Section: Introductionmentioning

confidence: 99%

The gamification of in-game advertising: Examining the role of psychological ownership and advertisement intrusiveness

Malhotra

2021

International Journal of Information Management

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Highlights Psychological factors impact gameful experience and the attitudes of online gamers. Gameful experience is positively linked with online gamers’ attitudes. Psychological ownership (PO) and perceived in-game advertisement effectiveness (PAE) positively mediate this path. Online gamers comprehend the effectiveness of in-game advertising. The impact of advertisement intrusiveness can be countered with high PAE and PO.

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“…Furthermore, this research examines the relationship between ATG and attitude toward the IGA brand (ATB). Gamification literature (Eppmann et al , 2018; Triantoro et al , 2020) suggests several factors that can influence brand evaluation and consumer attitude viz. type of game elements, cognitive and emotional processes, gamers personality; context congruence, the outcome of the game, time constraints and nature of usage (sporadic vs. continuous).…”

Section: Introductionmentioning

confidence: 99%

Consumers' psychological reactance and ownership in in-game advertising

Malhotra

Saxena

2021

MIP

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PurposeThe study explores the effect of game flow, game enjoyment and game customization on consumers' attitudes toward the game (ATG). It also examines the relationship between consumers' ATG and attitude toward the in-game advertising (IGA) brand.Design/methodology/approachThe study used SEM and PROCESS MACRO to analyze the results.FindingsThe study asserts the significant role of game flow, game customization and game enjoyment as antecedents of consumers' ATG. Furthermore, psychological ownership and perceived IGA invasiveness were found to be significant moderators between attitude toward game and attitude for the IGA brand.Originality/valueThe study examines how players’ attitude toward the game influences their attitude toward the IGA brand due to the player's ownership perceptions over the game and invasiveness perceptions for IGA. The study used psychological ownership and psychological reactance theory in the gamification context. The study findings present pertinent implications for game developers and brands interested in using IGA tools.

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WTG (Way to Go)! How to Take Gamification Research in Marketing to the Next Level

Cited by 8 publications

References 0 publications

The Moderating Effect of Green Advertising on the Relationship between Gamification and Sustainable Consumption Behavior: A Case Study of the Ant Forest Social Media App

The Moderating Effect of Green Advertising on the Relationship between Gamification and Sustainable Consumption Behavior: A Case Study of the Ant Forest Social Media App

The gamification of in-game advertising: Examining the role of psychological ownership and advertisement intrusiveness

Consumers' psychological reactance and ownership in in-game advertising

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