Does gamified interaction build a strong consumer-brand connection? A study of mobile applications

In recent times gamification has increasingly been used by brands through smartphones to interact effectively with their consumers. The core assumption for creating gamified environment is that it will develop engagement with the consumer and motivate them to use their product or services. Howev...

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Autores principales:	Deepak Sangroya, Rambalak Yadav, Yatish Joshi
Formato:	article
Lenguaje:	EN
Publicado:	Australasian Association for Information Systems 2021
Materias:	Gamification Smartphone applications Flow Consumer brand engagement Brand usage intent Self-Brand conncection Information technology T58.5-58.64 Electronic computers. Computer science QA75.5-76.95
Acceso en línea:	https://doaj.org/article/bcd57b2eb7af4494a50cd4151bf04499
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spelling	oai:doaj.org-article:bcd57b2eb7af4494a50cd4151bf044992021-11-19T04:35:31ZDoes gamified interaction build a strong consumer-brand connection? A study of mobile applications10.3127/ajis.v25i0.31051449-8618https://doaj.org/article/bcd57b2eb7af4494a50cd4151bf044992021-11-01T00:00:00Zhttps://journal.acs.org.au/index.php/ajis/article/view/3105https://doaj.org/toc/1449-8618 In recent times gamification has increasingly been used by brands through smartphones to interact effectively with their consumers. The core assumption for creating gamified environment is that it will develop engagement with the consumer and motivate them to use their product or services. However, beyond this assumption, there is dearth empirical evidence regarding how much effective these gamified features are in engaging consumers. Therefore, this research analyses the relationship between flow, brand engagement, self-brand connection and brand usage intent among consumers (N = 360) of two gamified mobile applications. The findings show that the multidimensional construct flow formed by five dimensions i.e. challenge, feedback, autonomy, immersion, and interaction positively associates with cognitive brand engagement and emotional brand engagement. Additionally, both these forms of brand engagement further strengthen consumers’ brand connection and motivate them for further use. These results imply that gamified environment can augment consumer engagement with brand and further increase usage intention. Therefore, gamification can be an effective technique in brand management and brand managers can use it to strengthen relationship with consumers and increasing possibility of using their brands. Deepak SangroyaRambalak YadavYatish JoshiAustralasian Association for Information SystemsarticleGamificationSmartphone applicationsFlowConsumer brand engagementBrand usage intentSelf-Brand conncectionInformation technologyT58.5-58.64Electronic computers. Computer scienceQA75.5-76.95ENAustralasian Journal of Information Systems, Vol 25 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Gamification Smartphone applications Flow Consumer brand engagement Brand usage intent Self-Brand conncection Information technology T58.5-58.64 Electronic computers. Computer science QA75.5-76.95
spellingShingle	Gamification Smartphone applications Flow Consumer brand engagement Brand usage intent Self-Brand conncection Information technology T58.5-58.64 Electronic computers. Computer science QA75.5-76.95 Deepak Sangroya Rambalak Yadav Yatish Joshi Does gamified interaction build a strong consumer-brand connection? A study of mobile applications
description	In recent times gamification has increasingly been used by brands through smartphones to interact effectively with their consumers. The core assumption for creating gamified environment is that it will develop engagement with the consumer and motivate them to use their product or services. However, beyond this assumption, there is dearth empirical evidence regarding how much effective these gamified features are in engaging consumers. Therefore, this research analyses the relationship between flow, brand engagement, self-brand connection and brand usage intent among consumers (N = 360) of two gamified mobile applications. The findings show that the multidimensional construct flow formed by five dimensions i.e. challenge, feedback, autonomy, immersion, and interaction positively associates with cognitive brand engagement and emotional brand engagement. Additionally, both these forms of brand engagement further strengthen consumers’ brand connection and motivate them for further use. These results imply that gamified environment can augment consumer engagement with brand and further increase usage intention. Therefore, gamification can be an effective technique in brand management and brand managers can use it to strengthen relationship with consumers and increasing possibility of using their brands.
format	article
author	Deepak Sangroya Rambalak Yadav Yatish Joshi
author_facet	Deepak Sangroya Rambalak Yadav Yatish Joshi
author_sort	Deepak Sangroya
title	Does gamified interaction build a strong consumer-brand connection? A study of mobile applications
title_short	Does gamified interaction build a strong consumer-brand connection? A study of mobile applications
title_full	Does gamified interaction build a strong consumer-brand connection? A study of mobile applications
title_fullStr	Does gamified interaction build a strong consumer-brand connection? A study of mobile applications
title_full_unstemmed	Does gamified interaction build a strong consumer-brand connection? A study of mobile applications
title_sort	does gamified interaction build a strong consumer-brand connection? a study of mobile applications
publisher	Australasian Association for Information Systems
publishDate	2021
url	https://doaj.org/article/bcd57b2eb7af4494a50cd4151bf04499
work_keys_str_mv	AT deepaksangroya doesgamifiedinteractionbuildastrongconsumerbrandconnectionastudyofmobileapplications AT rambalakyadav doesgamifiedinteractionbuildastrongconsumerbrandconnectionastudyofmobileapplications AT yatishjoshi doesgamifiedinteractionbuildastrongconsumerbrandconnectionastudyofmobileapplications
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Does gamified interaction build a strong consumer-brand connection? A study of mobile applications

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