Hook vs. hope: How to enhance customer engagement through gamification

Eisingerich, Andreas B.; Marchand, André; Fritze, Martin P.; Dong, Lu

doi:10.1016/j.ijresmar.2019.02.003

Cited by 167 publications

(171 citation statements)

References 47 publications

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“…Dehumanizing aspects are manifested in the exploitation of psychological phenomena that promise successful sales, for example, gamification (engaging the consumer in the game form of interaction with business companies) (Eisingerich et al, 2019;Kleszczyński, 2019;Becker and Jaakkola, 2020), consumer relations with the brand as a person (Schmitt 2013), anthropomorphizing, pairing people with products (Allenby et al, 2002;Géczy et al, 2007;Hart and Royne, 2017;Heerah et al, 2017;Herak et al, 2020;Yang et al, 2020) etc. The subject of meticulous attention is the phenomenon of consumer behavioral selfcontrol, rational conscious refusal from the tempt to make unnecessary purchases (Birkhead, 2001;Shah, 2008;Bearden and Kelly, 2012;Abdullah et al, 2012;Nguyen and Paswan, 2013).…”

Section: Methodsmentioning

confidence: 99%

Behavioral Segmentation of Baby Food Consumers: Risk Areas, Possible Solutions. The Case of Ukraine

Shashkova

Ushkarenko

Soloviov

et al. 2021

EJSD

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The concept of this work is based on the idea of the interrelation of socio-demographic factors and factors of enterprises strategic development (baby food producers). According to the key indicators, the main components identify the psychographic characteristics of baby food consumers. Each factor included features with the highest factor load after geometric rotation by the Varimax method. The most critical areas of social status, stereotypical representation, consumer standards are found, which signal urgent problems that can be solved only if efforts of public and private solutions are combined (Foresight design). Social PR projects are a possible solution for a long-term program to expand the domestic market for baby food. The mechanism of implementation is to provide an opportunity for enterprises producing baby food products to participate in the implementation of national and regional programs to support fertility and family policy in Ukraine. It is suggested to introduce the results of marketing analysis of psychographic segmentation of consumers of baby food products into Foresight-design programs. The study proposes to integrate the marketing communication policy of baby food manufacturers and government policies in the field of fertility support in Ukraine, based on the principles of Foresight engineering for the social projects implementation.

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Section: Methodsmentioning

confidence: 99%

Behavioral Segmentation of Baby Food Consumers: Risk Areas, Possible Solutions. The Case of Ukraine

Shashkova

Ushkarenko

Soloviov

et al. 2021

EJSD

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show abstract

“…Facial recognition and fingerprint recognition significantly reduce transaction costs and enhance transaction convenience. Finally, applications such as gamification allow firms to enhance the level of customer engagement through a combination of devices and touch points (Eisingerich et al 2019). These emerging technologies will offer an unprecedentedly interactive, immersive, and personalized experience in the customer journey.…”

Section: Customer Journeymentioning

confidence: 99%

Digital Environment in Global Markets: Cross-Cultural Implications for Evolving Customer Journeys

Nam¹,

Kannan²

2020

Journal of International Marketing

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Digital technologies and digital media are changing the environments in which firms interact with customers. However, the evolution of digital organizational forms, customer technology use, and the nature of customer journeys differ significantly across global markets. Drawing on observations of customer journeys across different international markets, the authors propose a framework to explain the observed differences in terms of the cross-cultural and socioeconomic factors that influence customer journeys. The authors put forth several propositions built on logical extensions of the extant research findings and identify areas for future academic research. In addition, they outline the managerial implications arising from the application of the framework for multinational firms seeking to market their products and services across global markets.

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“…Rodrigues et al (2016) also noted that gamification is capable of causing a positive shift in the attitude of customers towards money and investments as such an application can improve financial literacy. Given the nature of gamification, it can be argued that the application of game techniques (e.g., lucky draw, earning points, badges) and game elements (e.g., pleasant financial information) to smartphone banking can trigger fun that will increase smartphone banking usage and engagement (Eisingerich et al, 2019; Rahi & Ghani, 2019; Whitton & Langan, 2019). Such applications help reduce the seriousness that may be associated with smartphone banking services (Baptista & Oliveira, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

Smartphone banking usage in Nigeria: Gamification, technology acceptance and cultural factors empirical perspectives

Salimon

Aliyu

Yusr

et al. 2021

E J Info Sys Dev Countries

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Several studies have been conducted within the domain of technology adoption, yet, less attention has been paid to how gamification can be employed to elicit fun that can accelerate the rate of smartphone banking usage. Equally, the cultural peculiarities of smartphone banking users have been largely ignored by the majority of the previous studies. This study, therefore, identified the potential influence of the utilization of gamification, hedonic motivation, and cultural factors in the usage of smartphone banking. This is achieved through the conceptualization of a framework that empirically tested the influence of six exogenous variables on smartphone usage using data from 388 respondents from Nigeria, and having employed Partial Least Square (PLS) Structural Equation Modeling as a technique of analysis. The findings of the study reveal that gamification, hedonic motivation, and cultural factors along with the Technology Acceptance Model core variables are strong determinants of Smartphone Banking usage. Practitioners can draw significant insights on how to effectively design smartphone banking using gamification and hedonic techniques, especially that the trend is moving largely towards these directions in the financial industry and through which value can be created for users.

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Hook vs. hope: How to enhance customer engagement through gamification

Cited by 167 publications

References 47 publications

Behavioral Segmentation of Baby Food Consumers: Risk Areas, Possible Solutions. The Case of Ukraine

Behavioral Segmentation of Baby Food Consumers: Risk Areas, Possible Solutions. The Case of Ukraine

Digital Environment in Global Markets: Cross-Cultural Implications for Evolving Customer Journeys

Smartphone banking usage in Nigeria: Gamification, technology acceptance and cultural factors empirical perspectives

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