Analyzing Customer Engagement Online Using Gamification

Abstract

Purpose: The purpose of the study is to investigate the impact of gamification options on customer engagement while shopping online. We further investigate the impact of gamification on customer experience and sales. Methodology: A study was conducted on E-commerce websites, which have gamification options (like Flipkart and Amazon). These websites were analyzed for games, which had brand collaborations. The games with immersion-related features such as badges/ medals, points/score, leader-boards, /high-score lists were considered. The users on the leader boards were interviewed. Interviewees were transcribed and analyzed for understanding their level of engagement, which was measured by expressed feelings or affiliations towards the brand; posts on their social media accounts, the recommendation to their friends, and finally, if they purchased products of that particular brand. A list of standardized questions using a 7-point Likert Scale was used to measure brand awareness and affiliation. Practical Implications: Brands can use this study to understand the customer’s engagement level to strategize before investing in gamification activities online. Originality: The article is based on social media analysis of customer engagement through Gamification in-e-commerce website and the assessment of brand association through interviews. Multiple sourcing helps in reducing common method bias to a minimum.