Are Gamification and Consumer Happiness the Links Between Gourmet Food Packaging Design and Mobile Points of Sales?

Abstract

Based on the idea of gamified food packaging, the article follows several studies to propose a new integrative framework in gamified gourmet food packaging, lighting a new study area of the interplay of mobile marketing and packaging (as a communication vehicle) in the promotion management literature. We investigate the relationship between the masstige theory perspective on masstige (gourmet) food companies and the effects of gamification, specifically in mobile sales points, in the new extended framework that has been suggested. We propose an integrative framework comprising four key elements. These include consumer engagement with the brand, technological packaging design, consumer happiness, and consumer involvement at mobile point-of-sale. We employ a survey to gather data as part of our research methodology to test nine (9) research hypotheses and the mediating effect of consumer happiness and consumer involvement. The study offers valuable insights into promotions of gamified gourmet food packaging, bringing attention to the intersection of gamification and mobile sales points and how they impact consumer perceptions, intentions, and purchasing decisions.