How gamification elements benefit brand love: the moderating effect of immersion

Abstract

PurposeA gamification approach uses game components in non-game services to increase customer engagement and loyalty. This study aims to investigate the relationships between gamification elements, customer engagement, immersion and brand love.Design/methodology/approachUsing the most popular gamification feature in Indonesian e-commerce, namely Shopee Games. The Snowball sampling technique was used. The data were collected from 355 Indonesians who played Shopee Games. AMOS 28.0 was used to analysis on the data.FindingsThe gamification elements of challenges, points and enjoyment positively influence customer engagement. Moreover, customer engagement positively influences brand love, which is increased by the moderation of immersion. In addition, customer engagement mediates the relationships between the gamification elements of challenges, points, enjoyment and brand love.Originality/valueThis study identifies the critical elements of gamification in e-commerce platforms. In addition, based on the S-O-R model, this study contributes to research on how customer engagement plays an intermediate variable in the gamification-brand relationship. As conceptual and empirical research on this topic is still underdeveloped, this study provides fresh insights into gamification-oriented brand marketing practices. It offers significant theoretical and managerial implications from an integrated perspective.

Play to Purchase: Exploring Gamification and Visual Design Impact on Impulse Buying in M-Commerce

“…Visual design was adopted from a scale from Huang & Suo (2021). Immersion were measured using items from Tsou & Putra (2023). Impulse buying was adopted from items by Li et al (2022).…”

How and when does gamification level up mobile app effectiveness? Meta-analytics review

“…Literature review and conceptual model Gamification Gamification goal is to apply lessons from game studies to non-game contexts to provoke desired attitudes and behavior among a target audience (Tsou and Putra, 2023). In marketing, firms employ gamification in different context to influence customer attitude and behavior to trigger the desired response (Zhang et al, 2023).…”

“…Recent research streams in gamification shift the research focus from gamification design to gamified experience (Huotari and Hamari, 2017). From this point of view, gamification is considered an effective approach to bringing about similar positive experiences to those observed in games and enhancing customer–firm relationships (Tsou and Putra, 2023). In this process, game elements are building blocks of what constitutes a game, encouraging and enabling customers to be involved in the process of experience co-creation (Högberg et al ., 2019), thereby enhancing customer–firm relationships (Barari et al ., 2021).…”

A Structural Equation Modelling Analysis of Gamification’s Impact on Purchase Intention

“…In fact, the number of gamified applications has recently skyrocketed (Koivisto & Hamari, 2019), and a growing number of scientific studies emerged (Keepers et al, 2022;Kocakoyun & Ozdamli, 2018). The concept of integrating game elements into non-game contexts (Deterding et al, 2011) has been proven effective in various facets of learning (Alsawaier, 2018;Antonaci et al, 2019;Chen & Liang, 2022;Dichev & Dicheva, 2017;Kaya & Ercag, 2023;Khoshnoodifar et al, 2023;Li et al, 2023;Ratinho & Martins, 2023;Sailer & Homner, 2020;Smiderle et al, 2020;Zainuddin et al, 2020), consumer engagement (Doğan-Südaş et al, 2023;García-Jurado et al, 2022;Hamari et al, 2014;Hsu, 2023;Sheetal et al, 2022;Tsou & Putra, 2023) and entertainment (Ozdamli & Milrich, 2023;Sailer et al, 2017;Schiele, 2018). While the majority of empirical evidence showed positive effects of gamification on student academic performance, Sharma et al (2024) affirm gamification's pervasive influence across business domains, which Aziz et al (2017) refer to as enterprise gamification.…”

“…While empirical studies on gamification are mostly focused on its impact on the marketing of products and brands (i.e., Hsu & Chen, 2018;Lee & Jin, 2019;Milanesi et al, 2023;Tsou & Putra, 2023;Xi & Hamari, 2020), there are only a few studies that measure its effect on buying intention. However, the studies on buying intention mainly discuss the direct effect on consumer online purchase behavior (i.e., Dinh et al, 2023;Doğan-Südaş et al, 2023;Wen et al, 2014;Xu et al, 2020;Yang et al, 2019) without reference to other elements of buying intention including enjoyment and social interaction.…”