Abstract

This study was conducted to examine the effect of gamification on brand engagement and awareness in online marketplaces. It investigated the impact of three gamification categories, namely, immersion, achievement, and social interaction, on-brand engagement's cognitive, social, emotional, and behavioral dimensions. The study involved 484 survey participants. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). Immersion features (avatars, account personalization, and stories) influence the behavioral, cognitive, and social dimensions. Achievement features (points, leaderboards, random prizes, badges, virtual currencies, levels, status/progress bars, tasks, and countdowns) influence brand engagement dimensions. Social features (social interaction, competition, playing with friends, and feedback) only affect the social and cognitive dimensions. Finally, the cognitive and social dimensions were not found to influence brand awareness. The findings are expected to assist online marketplace developers in evaluating the future implementation of gamification. Finally, this research provides insights into gamification features that can influence brand engagement.

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.