Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising

Sreejesh, S.; Ghosh, Tathagata; Dwivedi, Yogesh K.

doi:10.1016/j.jbusres.2021.04.007

Cited by 37 publications

(43 citation statements)

References 118 publications

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“…In terms of our theoretical contribution, gamification strategies have an important role in promoting environmentally friendly behaviour among users [ 45 ]. Most previous studies on platform gamification strategies have considered gamification from the perspective that gamification de facto can attract users to the platform [ 3 , 13 , 46 , 47 ]. Mulcahy el.…”

Section: Discussionmentioning

confidence: 99%

Research on the Impact of Pro-Environment Game and Guilt on Environmentally Sustainable Behaviour

Chen

Zhang

Qin-fang

2022

IJERPH

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Game strategies are widely used by companies to attract users and increase their stickiness. At the same time, the protection of the ecological environment is also an important expression of corporate social responsibility. This paper explores the integration of social responsibility with gaming strategies from the psychological perspective of game withdrawal, and explores the incorporation of social responsibility as an element in gamification design to reduce user withdrawal behaviour, thereby increasing individual’s environmentally sustainable behaviour. We evidenced our hypothesis through two studies. Study one proved our hypothesis by recruiting 106 university undergraduates (from Wuhan University, mean age 20, of whom 47 were female and 59 were male) to prove our hypothesis by recalling previous experiences with different types of games. Study two further tested our hypothesis by manipulating participants’ guilt through randomly recruiting 196 participants (mean age 35, of whom 88 were female and 108 were male, 35 of them were students, 107 were office workers and 54 were from other sectors) from different industries through the questionnaire research website Credamo. The findings show that incorporating social responsibility elements into the design of games can make users engage in pro-social behaviour while playing the game, and the guilt that users feel because of the game will be compensated by pro-social behaviour, thus reducing the game frequency and duration and improving the intent of pro-social behaviour. At the same time, players’ self-control moderates the effect of guilt on game play volume under a socially responsible gamification design.

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Section: Discussionmentioning

confidence: 99%

Research on the Impact of Pro-Environment Game and Guilt on Environmentally Sustainable Behaviour

Chen

Zhang

Qin-fang

2022

IJERPH

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“…Current research about gamification advertising is mainly carried out from two aspects. On the one hand, scholars have explored the impact of gamification advertising on consumer behavior, such as user participation (Jang et al, 2018), attention and purchase behavior (Sreejesh et al, 2021). On the other hand, they explored the psychological effects of gamification advertising on customers, such as brand attitude and enjoyment (Siemens et al, 2015).…”

Section: The Gamification Of Advertisingmentioning

confidence: 99%

“…On the one hand, scholars have explored the impact of gamification advertising on consumer behavior, such as user participation (Jang et al. , 2018), attention and purchase behavior (Sreejesh et al. , 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

“…First, this study provides new insights into gamified OOH advertising. Although gamification may effectively address OOH blindness, much of the existing research has focused on exploring digital game advertising like in-game advertising (Sreejesh et al, 2021). Second, this study offers some important insights into the effectiveness of predicting emotional experiences in gamification advertising.…”

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Effectiveness evaluation for the gamification of out-of-home advertising

Huo

Jiang

2022

MIP

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PurposeThis paper aims to propose a new method for evaluating the effect of out-of-home (OOH) gamified advertising and verify the prediction effect of the method, especially based on emotional experience generated by interactions between individuals and gamified advertisements.Design/methodology/approachBy carrying out an offline gamification advertising experiment, this study uses multiple emotion models, pleasure–displeasure, arousal–no arousal and dominance–submissiveness (PAD) and Ortony–Clore–Collins, to examine the impact of 24 emotional experiences consumers have when engaging with gamified OOH advertising on the perceived effectiveness of advertising.FindingsThe findings reveal the correlation between the emotional experience and the effectiveness of gamified advertising. Multiple regression analyses demonstrate that the emotional experience model has an effective predictive effect on the effectiveness of gamified advertising.Originality/valueThe originality of this research is a new method for evaluating the effect of OOH gamified advertising, in particular the calculation of the valid emotional experience values brought by the emotional fluctuations in the interaction between consumers and gamified advertisements.

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How does a brand's psychological distance in an advergame influence brand memory of the consumers?

Sreejesh

Dwivedi

Ghosh

2021

J of Consumer Behaviour

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Advergames are computer games through which marketers promote their brands. While many studies have explored the influence of gamification of advertising, little is known about the nature of the consumer‐brand interaction and its effect on consumers' cognitive reactions. We address this gap by conducting three experiments in which we manipulate (a) consumers' level of message construal depending upon their interactions with the brands to complete game tasks, and (b) regulatory focus (RF) (individual‐level and game‐induced). We measure the effects on consumers' brand memory and also examine the mediating role of flow experience. Different samples comprising of post‐graduate students and adults are used in the experiments. Results reveal that a low (vs. high) construal level yields stronger brand memory. Also, a fit between RF (promotion and prevention) and construal level (high and low) results in better brand memory. Flow experience mediates the effects of the independent variables on brand memory.

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Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising

Cited by 37 publications

References 118 publications

Research on the Impact of Pro-Environment Game and Guilt on Environmentally Sustainable Behaviour

Research on the Impact of Pro-Environment Game and Guilt on Environmentally Sustainable Behaviour

Effectiveness evaluation for the gamification of out-of-home advertising

How does a brand's psychological distance in an advergame influence brand memory of the consumers?

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