Does gamification effect customer brand engagement and co-creation during pandemic? A moderated-mediation analysis

Rather, Raouf Ahmad; Parrey, Shakir Hussain; Gulzar, Rafia; Rehman, Shakeel Ul

doi:10.1080/21639159.2022.2083000

Cited by 20 publications

(18 citation statements)

References 98 publications

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“…We deploy partial least squares-structural equation modeling (PLS-SEM) to test the modeled hypotheses (Hair et al , 2017; Raza et al , 2020), is extensively adopted in tourism and marketing research (Abbasi et al , 2022; Rather et al , 2022b). Table 2 presents the psychometric properties that is (reliability and validity) of modeled constructs.…”

Section: Resultsmentioning

confidence: 99%

“…threat and coping appraisal) processes (Wang et al , 2019; Rather, 2021b). PMT has been widely applied in tourism literature (Rather et al , 2022b; Itani and Hollebeek, 2021; Bhati et al , 2020). Threat appraisal includes perceived threat-severity, which refers the beliefs regarding magnitude or significance of threat (Witte, 1996).…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

“…CBE thereby acts as a critical factor that increases customer loyalty, brand usage-intent, consumer's review endeavor, value co-creation and subjective well-being, which are known as key marketing strategies in tourism (Li et al , 2021; Chen et al , 2017). CBE has been also linked with many key brand/business performance indicators including sales increases and better competitive benefits (Rather et al , 2022b; Kumar and Pansari, 2016).…”

Section: Introductionmentioning

confidence: 99%

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COVID-19-based threat vs coping appraisal: effect of psychological risk on customer engagement and behavioral intentions

Rather¹,

Parrey

Gulzar

et al. 2022

JHTI

Self Cite

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PurposeDrawing upon protection motivation theory and service-dominant-logic, the authors develop a model, which examines the influence of perceived psychological risk and social media involvement (SMI) on customer-brand-engagement (CBE), brand co-creation and behavioral intention during COVID-19 outbreak in the tourism context. The current research also explores the mediating effect of CBE, and moderating role of tourism-based threat/coping appraisal in the proposed associations.Design/methodology/approachTo investigate such issues, the authors deploy a sample of 320 tourism consumers by adopting partial least squares-structural equation modeling or (PLS-SEM).FindingsPLS-SEM findings revealed that SMI positively impacts tourism-CBE. Secondly, results revealed the customer brand engagement's significant-positive effect on brand co-creation and behavioral intent. Third, results showed the social media's and psychological risk's indirect impact on co-creation and behavioral intent, as mediated through customer brand engagement. Fourth, results exposed a significant/negative moderating effect of threat appraisal and significant/positive moderating role of coping appraisal in projected relationships.Research limitations/implicationsGiven the study's focus on pandemic-based SMI, CBE and co-creation, the authors contribute to the existing tourism marketing literature, which also generates plentiful avenues for further research, as delineated.Practical implicationsThis research facilitates tourism brand managers to better understand the drivers of CBE and paves the way for managers to develop CBE and threat/coping strategies during pandemic.Originality/valueDespite the increasing understanding of social media, CBE and co-creation in tourism, limited remains identified regarding the association of these, and associated, factors during pandemic, as thereby explored in the current research.

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Section: Resultsmentioning

confidence: 99%

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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COVID-19-based threat vs coping appraisal: effect of psychological risk on customer engagement and behavioral intentions

Rather¹,

Parrey

Gulzar

et al. 2022

JHTI

Self Cite

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“…Consumer experiences are no longer one-dimensional (Hoffman and Novak, 1996) and have expanded to more diverse forms (Lim et al ., 2021; Cheah and Shimul, 2023) through virtual reality in the metaverse, which helps conceptualize consumer affect toward fantasy, fun and feeling (Rather et al. , 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

“…As mentioned above, targeting consumer experience through diffusion of innovation with tools such as metaverse is necessary (Becker and Jaakkola, 2020;Barrera and Shah, 2023). In addition, the immersive experiences offered by the metaverse differ from those offered by previous technologies (Rather et al, 2022;Kozinets, 2023).…”

Section: Literature Review 21 the Importance Of Consumer Experience I...mentioning

confidence: 99%

The metaverse experience in luxury brands

Jiang

Kim

et al. 2023

APJML

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PurposeThe purpose of this study is to develop the scale of the metaverse experience and examine the effect of the metaverse experience on consumer happiness in luxury brands.Design/methodology/approachA survey was distributed to metaverse users from general participants in the Republic of Korea. To reach this goal, the domain of the metaverse experience is defined, items are created through qualitative interviews, the initial scale is refined and then the scale is tested. A total of 262 valid responses were used for exploratory factor analysis (EFA), and 238 data were used for confirmatory factor analysis (CFA). The hypothesis was tested using structural equation modeling (SEM) and SmartPLS 3.0.FindingsThe results showed that the metaverse experience comprises three sub-constructs, namely fantasies, feelings and fun. Also, the metaverse experience affects consumer happiness positively in luxury brands.Originality/valueThis study investigates consumer experience in the metaverse environment. The authors examined the metaverse experience based on the experiential aspects of the consumption of luxury brands and develop the scale development of the metaverse experience. Furthermore, the relationship between metaverse experiences and consumer happiness provides a new perspective in studying metaverse marketing strategy and customer service creation.

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How Does Gamification in an E-Commerce Platform Drive Customer Experience? The Mediating Roles of Perceived Enjoyment and Brand Engagement

Lacap,

Ricafrente,

Caponpon

et al. 2023

Studies in Computational Intelligence

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Does gamification effect customer brand engagement and co-creation during pandemic? A moderated-mediation analysis

Cited by 20 publications

References 98 publications

COVID-19-based threat vs coping appraisal: effect of psychological risk on customer engagement and behavioral intentions

COVID-19-based threat vs coping appraisal: effect of psychological risk on customer engagement and behavioral intentions

The metaverse experience in luxury brands

How Does Gamification in an E-Commerce Platform Drive Customer Experience? The Mediating Roles of Perceived Enjoyment and Brand Engagement

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