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How gamified branded applications drive marketing effectiveness?

How gamified branded applications drive marketing effectiveness? Companies understand the potential to use gamification marketing to facilitate a better connection. However, most endeavours in gamification fail. This study aims to identify the design factors that drive the marketing effectiveness of branded applications (apps) with gamification features.Design/methodology/approachThis study investigates branded apps covering various industries such as hospitality, retail and financial services. A total of 296 respondents were recruited from an online questionnaire platform.FindingsThe results show that playability, design aesthetics, goal clarity, incentive provision and symbolic benefits were drivers of consumer–brand engagement, which in turn generated purchase intention, app continuance intention and brand loyalty.Originality/valueBased on the elemental tetrad model, this study specified relevant factors identified in the literature to represent the technology, aesthetic, mechanical and story elements. The authors contribute to the literature by identifying design factors as drivers of consumer–brand engagement in the branded app context. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

How gamified branded applications drive marketing effectiveness?

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References (56)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0263-4503
DOI
10.1108/mip-09-2020-0407
Publisher site
See Article on Publisher Site

Abstract

Companies understand the potential to use gamification marketing to facilitate a better connection. However, most endeavours in gamification fail. This study aims to identify the design factors that drive the marketing effectiveness of branded applications (apps) with gamification features.Design/methodology/approachThis study investigates branded apps covering various industries such as hospitality, retail and financial services. A total of 296 respondents were recruited from an online questionnaire platform.FindingsThe results show that playability, design aesthetics, goal clarity, incentive provision and symbolic benefits were drivers of consumer–brand engagement, which in turn generated purchase intention, app continuance intention and brand loyalty.Originality/valueBased on the elemental tetrad model, this study specified relevant factors identified in the literature to represent the technology, aesthetic, mechanical and story elements. The authors contribute to the literature by identifying design factors as drivers of consumer–brand engagement in the branded app context.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Jul 6, 2021

Keywords: Gamification; Consumer–brand engagement; Branded app; Elemental tetrad model; Marketing effectiveness

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