A Conceptual Framework Review of Gamification Elements on Mobile Marketing Outcomes

Abstract

The mobile marketing application such as gamification has been used among online marketers which hopes enhance the engagement and purchasing. However, marketing scholars and management practice have paid less attention on how the best gamification elements such as game story, game mechanics, game aesthetics and game technology should affect mobile marketing outcomes. It also claimed to enhance engagement and purchasing but the relationship between customer and games are complex. Therefore, this study intends to extent the knowledge of gamification elements on mobile marketing outcomes (engagement and purchasing). The objective of this study is (i) to develop a comprehensive conceptual framework of gamification elements in mobile marketing outcomes (engagement and purchasing) and (ii) to propose products and consumer moderate the relationship of gamification elements and mobile marketing outcomes. The conceptual framework is proposed on this study with four independent variables of gamification elements (game story, game mechanics, games aesthetics and game technology), two moderator variable (products and consumers) and two dependent variables of mobile marketing outcomes (engagement and purchasing). This study applied Elemental Game Tetrad Model by looking how gamification elements affect the mobile marketing outcomes. The future of the study will contribute the new body of knowledge and area in mobile marketing development.