The Impact of the Experience of Gamification Marketing Activities on the Dimensions of Brand Appeal: Focusing on the Role of Brand Value

Document Type : Research Paper

Authors

1 MSc. Student in MBA, Faculty of Business Management, Kharazmi University, Tehran, Iran.

2 Associate Prof, Faculty of Business Management, Kharazmi University, Tehran, Iran.

3 Assistant Prof, Faculty of Business Management, Kharazmi University, Tehran, Iran.

Abstract

Objective: Given the importance of gamification activities in online stores, successful online marketing strategies include finding different ways to increase brand appeal and brand value. The majority of the businesses apply gamification activities in order to achieve loyalty and desirable consumer behaviors; the managers in this area, however, have paid little attention to other possible outcomes of this concept. Since the previous studies have examined the effects of gamification activities in accordance with the behavioral outcomes such as customers’ loyalty and the brand-customer relationship, which is an important behavioral precondition, has not been addressed, the present study aimed to investigate the effects of gamification marketing activities on the dimensions of brand appeal from the customer-brand perspective based on the analysis on Digikala online store.
Methodology: The present study is applied in terms of purpose and descriptive-survey in terms of data collection. The statistical population of this research included the customers of Digikala online store. Non-probability available sampling method was used for the selection of the participants. Based on Jackson’s formula, the sample size was estimated at 221. A questionnaire was used to collect data whose validity was confirmed through content validity and its reliability was confirmed using Cronbach’s alpha coefficient as well as combined reliability coefficient. Descriptive data analysis was performed using SPSS software and the hypothesis were tested based on structural equation modeling using SMARTPLS3 software.
Findings: The results of the present study showed that the experience of gamification marketing activities has a significantly positive effect on functional value and hedonic value. Besides, hedonic value has a significantly positive effect on the obsessive as well as harmonious brand appeal. In addition, functional value has a significantly positive effect on harmonious brand appeal, but it does not have a significant effect on obsessive brand appeal.
Conclusion: In addition to valuing the gaming and entertainment experience for the customers, gamification activities support the creation of a functional value as well. On the other hand, the gamification experience by the customers can create a feeling of pleasure, joy, and excitement while interacting with the company’s activities such as shopping or reviewing the website. Moreover, creating values such as efficiency and cost-effectiveness of goods or services can lead to a kind of appeal that emphasizes the desire for autonomous internalization of the brand in the individuals’ identity and is consistent with other customer activities. Besides, when customers experience the feelings of pleasure, joy, and excitement in the process of buying or interacting with the company, it leads to the formation of a sense of appeal which creates an obsession in interacting with the brand; thus, they would sometimes tend to buy things for no special reasons. Consequently, in the process of buying or interacting with the company, the customers might experience feelings of pleasure, joy, and excitement which lead to the formation of sense of appeal in them which is also in harmony with other aspects of their lives and is automatically internalized in their identity.

Keywords

References

Bairrada, C. M., Coelho, F., & Coelho, A. (2018). Antecedents and outcomes of brand love: Utilitarian and symbolic brand qualities. European Journal of Marketing, 52 (3/4), 656-682.
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of marketing, 76 (2), 1-16.
Carpenter, J. M., & Moore, M. (2009). Utilitarian and hedonic shopping value in the US discount sector. Journal of Retailing and Consumer Services, 16 (1), 68-74.
Blijlevens, J., Mugge, R., Ye, P., & Schoormans, J. P. (2013). The influence of product exposure on trendiness and aesthetic appraisal. International Journal of Design, 7 (1).
Brock, J. K. U., & Zhou, J. Y. (2012). Customer intimacy. The Journal of Business and Industrial Marketing, 27 (5), 370-383.
Butz Jr, H. E., & Goodstein, L. D. (1996). Measuring customer value: gaining the strategic advantage. Organizational dynamics, 24 (3), 63-77.
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing letters, 17 (2), 79-89.
Cho, E. (2018). Impact of fashion innovativeness on consumer-based brand equity. Journal of Consumer Marketing, 35 (3), 340-350.
Chung, Y. S. (2015). Hedonic and utilitarian shopping values in airport shopping behavior. Journal of Air Transport Management, 49, 28-34.
Cramer, L., & Antonides, G. (2011). Endowment effects for hedonic and utilitarian food products. Food quality and preference, 22 (1), 3-10.
Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76 (2), 193-218.
Das, G., Agarwal, J., Malhotra, N. K., & Varshneya, G. (2019). Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality. Journal of Business Research, 95, 479-490.
Davari, A., Rezazadeh, Arash (1392), Structural equation modeling with PLS software. Tehran: Jahad Daneshgahi Publishing Organization. (in Persian).
Drennan, J., Bianchi, C., Cacho-Eliondo, S., Louriero, S., Guibert, N., & Proud, W. (2015). Examining the role of wine brand love on brand loyalty: A multi-country comparison. International Journal of Hospitality Management, 49, 47-55.
Eisingerich, A. B., Marchand, A., Fritze, M. P., & Dong, L. (2019). Hook vs. hope: How to enhance customer engagement through gamification. International Journal of Research in Marketing
El-Adly, M. I. (2018). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, 322-332.
Etemad-Sajadi, R., & Ghachem, L. (2015). The impact of hedonic and utilitarian value of online avatars on e-service quality. Computers in Human Behavior, 52, 81-86.
Feng, Y., Ye, H. J., Yu, Y., Yang, C., & Cui, T. (2018). Gamification artifacts and crowdsourcing participation: Examining the mediating role of intrinsic motivations. Computers in Human Behavior, 81, 124-136.
Hajibabaei, H.,& Esmailpur ,H. (2019), The Analysis of Brand Love and the Impact of Associations, Satisfaction, and Trust on Brand Love. New marketing research,8 (4),1-26. (in Persian)
Hamari, J., & Koivisto, J. (2015). Why do people use gamification services?. International Journal of Information Management, 35 (4), 419-431.
Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of consumer research, 7 (3), 283-295.
Hofacker, C. F., De Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and mobile marketing effectiveness. Journal of Interactive Marketing, 34, 25-36.
Högberg, J., Ramberg, M. O., Gustafsson, A., & Wästlund, E. (2019). Creating brand engagement through in-store gamified customer experiences. Journal of Retailing and Consumer Services, 50, 122-130.
Howcroft, B., Hamilton, R., & Hewer, P. (2007). Customer involvement and interaction in retail banking: an examination of risk and confidence in the purchase of financial products. Journal of services Marketing
Hsu, C. L., & Chen, M. C. (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88, 121-133
Hulland, J. (1999). Use of partial least squares  (PLS) in strategic management research: A review of four recent studies. Strategic management journal, 20 (2), 195-204.
Huotari, K., & Hamari, J. (2012, October). Defining gamification: a service marketing perspective. In Proceeding of the 16th international academic MindTrek conference  (pp. 17-22). ACM.
Huotari, K., & Hamari, J. (2016). A definition for gamification: anchoring gamification in the service marketing literature . Electronic Markets, 27 (1), 21-31.
Hwang, J., & Choi, L. (2019). Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty. Journal of Business Research, 106, 365-376.
Khoddami, S., & Osanlou, B. (2017), Designing Brand Passion Dimensions Forming on the Basis of Consumer–Brand Identity and Consumer—Brand Relationship Theories. Brand Management,4 (8),13-39. (in Persian).
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65 (10), 1480-1486.
Kim, Y. J., & Han, J. (2014). Why smartphone advertising attracts customers: A model of Web advertising, flow, and personalization. Computers in Human Behavior, 33, 256-269.
Koivisto, J., & Hamari, J. (2019). The rise of motivational information systems: A review of gamification research. International Journal of Information Management, 45, 191-210.
Leclercq, T., Poncin, I., & Hammedi, W. (2017). The engagement process during value co-creation: gamification in new product-development platforms. International Journal of Electronic Commerce, 21 (4), 454-488.
Motaharinejad, F., Samadi, S., Tolabi, Z. & Pour Ashraf, Y. (2014), Studying the Relationship between Brand and Consumer  (Case Study: Electrical Home Appliance). Marketing Management,9 (23), 127-147. (in Persian).
Nnejat, S., Shirkhodaei, M, Bahmani Tabrizi,H. (2018), Investigating effect of Nostalgic Brand Experience, Brand Satisfaction, and sustainable Marketing on Brand Love and its Consequences. Brand Management,4 (4), 13-39. (in Persian).
Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business research, 59 (10-11), 1160-1166.
Ozturk, A. B., Nusair, K., Okumus, F., & Hua, N. (2016). The role of utilitarian and hedonic values on users’ continued usage intention in a mobile hotel booking environment. International Journal of Hospitality Management, 57, 106-115.
Rodrigues, L. F., Oliveira, A., & Costa, C. J. (2016). Does ease-of-use contributes to the perception of enjoyment? A case of gamification in e-banking. Computers in Human Behavior, 61, 114-126.
Seaborn, K., & Fels, D. I. (2015). Gamification in theory and action: A survey. International Journal of human-computer studies, 74, 14-31.
Shapiro, S. L., DeSchriver, T. D., & Rascher, D. A. (2017). The Beckham effect: Examining the longitudinal impact of a star performer on league marketing, novelty, and scarcity. European Sport Management Quarterly, 17 (5), 610-634.
Sherry Jr, J. F. (1990). A sociocultural analysis of a Midwestern American flea market. Journal of consumer research, 17 (1), 13-30.
Sternberg, R. J. (1997). Construct validation of a triangular love scale. European Journal of Social Psychology, 27 (3), 313-335.
Swimberghe, K. R., Astakhova, M., & Wooldridge, B. R. (2014). A new dualistic approach to brand passion: Harmonious and obsessive. Journal of Business Research, 67 (12), 2657-2665.
Teo, T. S. (2001). Demographic and motivation variables associated with Internet usage activities. Internet research: Electronic networking Applications and policy, 11 (2), 125-137.
The effect of experience of gamification marketing activities on hedonic value, utilitarian value, satisfaction, brand love and customers behavior.3rd International Conference on Modern Development in Management, Economics and Accounting. (in Persian).
Thorpe, A. S., & Roper, S. (2017). The ethics of gamification in a marketing context. Journal of business ethics, 155 (2), 597-609.
Tobon, S., Ruiz-Alba, J. L., & García-Madariaga, J. (2019). Gamification and online consumer decisions: Is the game over?. Decision Support Systems, 113167.
Yoo, W. S., Lee, Y., & Park, J. (2010). The role of interactivity in e-tailing: Creating value and increasing satisfaction. Journal of retailing and consumer services, 17 (2), 89-96
Journal of Business Management
Volume 13, Issue 1
2021
Pages 184-208

Files

Share

How to cite

Statistics