Value Creation in Gamified Chatbot Interactions and Its Impact on Brand Engagement

Silva, Susana Costa e; Cicco, Roberta De; Levi, Maria; Hammerschmidt, Maik

doi:10.1007/978-3-031-25581-6_4

Cited by 2 publications

(2 citation statements)

References 61 publications

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“…Customer experience is defined as the overall set of experiences that a customer goes through while purchasing or using a product or service and is considered a crucial element for companies to attract and retain customers (Becker & Jaakkola, 2020), presenting a gap in knowledge regarding how gamification influences consumer behavior and experience (Hsu & Chen, 2018). Gamification plays a crucial role in improving the consumer experience, positively influencing their repurchase intention (Silva et al, 2022). By integrating gamified elements such as rewards, challenges, and progression levels into m-commerce platforms, businesses can generate accumulated engagement among users.…”

Section: Customer Experiencementioning

confidence: 99%

The Consequences of Gamification in Mobile Commerce Platform Applications

Bouzaabia,

Ben Arbia,

Juárez Varón

et al. 2024

International Journal on Semantic Web and Information Systems

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Gamification in mobile apps has a research gap, given the potential for gamification to enhance user repurchase intention in a mobile commerce context. This research investigates the concept of gamified m-commerce platform application through the lenses of customer experience and repurchase intention. The study proposes an empirical model to examine the relationship between hedonic value, utilitarian value, customer experience, and repurchase intention in the context of mobile commerce platform application. It is underscoring the importance of exploring the application of gamified m-commerce platforms and their impact on customer experience and repurchase intention. The findings contribute to the existing body of literature on online retail by offering new insights into the implications of gamified m-commerce platform applications. A quantitative research approach was employed, and an online questionnaire was used to gather data. The collected data from a sample of 270 mobile commerce shoppers was analyzed. The results supported all direct hypothesized associations among variables.

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Section: Customer Experiencementioning

confidence: 99%

The Consequences of Gamification in Mobile Commerce Platform Applications

Bouzaabia,

Ben Arbia,

Juárez Varón

et al. 2024

International Journal on Semantic Web and Information Systems

View full text Add to dashboard Cite

show abstract

“…It is suggested as an uncommonly unambiguous and objective directed activity by which people control information to encourage an ideal effect on swarms (ARICI & KILINÇ, 2023). Following Holbrook's Silva, De Cicco, Levi, and Hammerschmidt (2022) regard viewpoint, this assessment uses self-show as an incidental uplifting driver as maintained by J. K. Arora et al (2022), to draw out the e-WOM lead of social adaptable application clients. , this is conceptualized as the cycle by which people attempt to control and regulate how others see and judge the individual in agreeable circumstances (Liardi, Gammage, Deck, & Hall, 2022).…”

Section: Self Presentationmentioning

confidence: 99%

Evaluating Impact of Social Media Marketing, Celebrity Endorsement and E-WOM on Online Repurchase Intention with the Mediating Role of Perceived Usefulness

Liaqat

2023

Pak. J. Humanit. Soc. Sci

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The purpose is to examine the impact of social media marketing, celebrity endorsement and e-wom on online repurchasing intentions with the mediating effect of perceived usefulness. In the continuous survey, assembles made from existing hypotheses, produce hypotheses, embrace frameworks for data arrangement and perform tests to exhibit the proposed hypothesis. The apparel industry is the main unit of analysis throughout the investigation of these variables. Our research is quantitative and also adopts a deductive approach. As a technique for advancing the large name stalwart's things and building up the relationship with the lovers, live trade gatherings (or live transmissions) between the genius force to be reckoned with and the allies can be set up on Instagram. These events could enable the Whiz amazing powerhouse and their allies to interface, which could augment thing bargains(Wahab et al., 2022). Speculatively, this study has shown that the development of disposition parts mental profound approach to acting may not commonly be dependable as a result of explicit factors. In this model, clients' viewpoints and objectives to buy things from enormous name stalwart brands are more grounded when they feel related to the celebrities' lives, triumphs, frustrations, wants, etc, as well as when they have solid areas for a bond with the celebrities, as affirmed by their super individual levels of celebrity love. Customers who show this commitment view themselves as the celebrity awe-inspiring phenomenon’s most noteworthy partners. When something enabling happens to them, they are especially excited about the notable awe-inspiring phenomenon. They could have a merry point of view toward a celebrity stalwart's achievement, for instance, when the celebrity force to be reckoned with gets or even think of them as their ideal accomplice. Along these lines, the buyers would wish to assist the hotshot with compelling to be dealt with's business attempts as undaunted disciples by buying things made by the large name. The survey's unessential revelations are more than likely achieved by the strong levels of respect and wonderment that a larger piece of the purchasers have for the celebrity forces to be reckoned with. This exploration is giving valuable data to the advertisers of Pakistan’s private sector universities in understanding consumers’ needs deeper in order to contribute to the growth of their business. The data is gathered through questionnaires. The data is aggregated through surveys. This specific framework and variables are only being used in Pakistan.

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Value Creation in Gamified Chatbot Interactions and Its Impact on Brand Engagement

Cited by 2 publications

References 61 publications

The Consequences of Gamification in Mobile Commerce Platform Applications

The Consequences of Gamification in Mobile Commerce Platform Applications

Evaluating Impact of Social Media Marketing, Celebrity Endorsement and E-WOM on Online Repurchase Intention with the Mediating Role of Perceived Usefulness

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