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BUSINESS SCHOOL
REPORT SUBJECT:
BUSINESS RESEARCH METHODOLOGY
REPORT:
THE ROLE OF GAMIFICATION
ON BRAND LOVE AND BRAND LOYALTY
UNDER THE CONTEXT OF MOBILE APPS
List of abbreviations
List of tables
List of figures
Abstract:
REFERENCES
List of abbreviations
SOR: Stimulus - Organism - Response
GM: Gamification
SEM: Searching Engine Marketing
CAGR: Compounded annual growth rate
WOM: Word-of-mouth
fs/QCA: Fuzzy-set qualitative comparative analysis
PI: Purchase intention
CL: Customer loyalty
eWOM: Electronic word-of-mouth
NRC: Nike Run Club
MDA: Mechanics–Dynamics–Aesthetics
List of tables
Table 2.1. Definitions and examples of sub-dimensions of the perceived value of Gamification
List of figures
Figure 2.1. Research model of Pedro Torres, Mário Augusto, Cristiana Neves, 2021
Figure 2.3. Research model of Paula Brian, Isabel Buil, and Sara Catalan, 2021
Abstract:
Organizations are increasingly making use of gamification to enhance marketing outcomes.
However, more research into mechanisms by which the perceived value of gamification
influences those outcomes are needed. Drawing on the SOR framework, this study investigates
how perceived values of gamification might foster positive marketing outcomes. Data from 300
users of a mobile gamified app were analyzed using partial least squares regression. The results
are expected to show that 5 perceived value of gamification positively influences satisfaction and
brand love, through which strengthening brand loyalty, WOM, and app ratings. Finally, this
study provides a number of theoretical and practical implications that can help developers design
more effective gamified mobile apps.
Keywords: Gamification, Mobile apps, Brand love, Brand loyalty, perceived value, satisfaction,
word-of-mouth.
1
been shown to overcome problems associated with item ambiguity and the ability to respond.
Next, the questionnaire was designed before distribution.
The second stage was the quantitative study which includes the main survey and data analysis.
The survey was conducted online through social media (mainly Facebook and Instagram). To
attain sufficient samples, we will call for sponsors from common applications deploying
gamification or integrated gamification app: Momo (Fintech) and Shopee (e-Commerce) to cite
our survey link on their social media accounts which give subjects vouchers on each survey
collected; in return, we will give them the data we collected for their further information. After
collection, the dataset was analyzed.
for customers to accept branding messages in an enjoyable manner. It also gives room for
repeating branding messages. Henceforth, intense interaction in gamification can improve an
individual's sense of identification, loyalty, and belongingness to a business, product, service, or
brand.
for brand loyalty, it might be indifferent to obtaining positive WOM. Different paths can be
sufficient to produce the outcomes of interest. The value dimensions of gamification can be
substitutes, contingent on the presence of other conditions, thereby providing a novel
perspective. These findings advance our knowledge of the functioning of gamification and can
serve as a guide for practitioners seeking to employ gamification experiences to alter consumer
behavior.
Figure 2.1. Research model of Pedro Torres, Mário Augusto, Cristiana Neves, 2021
(2) The impact of gamification on consumer loyalty, electronic word-of-mouth sharing, and
purchase behavior (Mohammad Fahmi Al-Zyoud, 2020)
This study figured out gamification as a modern marketing and promotion tool activating
positive emotions, aiming for two folds. First, this paper studies how gamification influences
consumer loyalty. Second, this study investigates how consumer loyalty resulting from gamified
interactions manifests purchase and eWOM sharing behavior.
Data were obtained using a simple random sampling technique from consumers who had
multiple online transactions with a gamified eCommerce website in 3 months. The obtained data
were analyzed using a variance-based structural equation modeling (VB-SEM) technique.
Results from VBSEM confirmed that gamification is a predictor for enhanced consumer loyalty.
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Consumer loyalty did not only foster purchase intention and eWOM sharing behavior, but also
mediate the link between gamification and purchase intention, and between gamification and
eWOM sharing behavior. This article contributes to gamification marketing literature by
empirically examining its effects on important marketing variables. Implications for theory and
practice are discussed alongside limitations and future research courses.
Figure 2.3: Research model of Paula Brian, Isabel Buil, and Sara Catalan, 2021
(4) Exploring the Impact of Gamification on Users’ Engagement for Sustainable Development:
A Case Study in Brand Applications (Hsi-Peng Lu and Hui-Chen Ho, 2020)
This paper studies the relationship between the components of the game and consumer
continuous usage with gamification, analyzing how game mechanics impact user's gaming
behavior and awake positive feelings so as to increase the stickiness of the brand.
This research model empirically surveyed 411 Nike Run Club (NRC) app users, based on the
Mechanics–Dynamics–Aesthetics (MDA) framework. The results show that the self-challenge is
a pre-factor that affects self-benefit, fun, and social interaction, while self-benefit and social
interaction affect fun. The results also show that fun is of primary importance among all others,
as it is a factor that affects brand attitude and sustained use. The results provide valuable insights
into sustainable strategies for industries related to the operation of an app-based brand.
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(5) Does gamification affect brand engagement and equity? A study in online brand communities
(Nannan Xia, Juho Hamari, 2020)
This study investigated the relationships between gamification, brand engagement, and brand
equity among consumers (N = 824) of two online gamified brand communities.
Collected data showed that achievement and social interaction-related gamification features
were positively associated with all three forms of brand engagement (emotional, cognitive, and
social). Immersion-related gamification features were only positively associated with social
brand engagement. Additionally, brand engagement was further positively associated with brand
equity. The results imply that gamification can positively affect brand engagement and further
increase brand equity and that gamification appears to be an effective technique for brand
management.
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emotional evaluation of a customer's experience with a product or service (Olivier, 1999), and its
importance has been widely noted in the marketing literature (Hsu and Chen, 2018). When using
gamification, marketers often develop specific applications or websites. The perceived value of
these applications or websites is linked to their respective experiences and is expected to
influence satisfaction, The link between perceived value and satisfaction is theoretically
supported by a behavioral model (Fishbein and Aen, 1975). Previous studies have found
evidence supporting this relationship (Yang and Peterson, 2004).
Utilitarian value might influence not only the satisfaction with an app but with a retailer as
well (Sochi et al, 2017). Participants will be disciplined to use the applications/website if they do
not perceive any utilitarian value. If the gamification experience is perceived as easy to use., it
will stimulate a sense of efficiency and an obstacle-free experience; its usefulness might be
essential for continued use (Hamari and Koivisto, 2015). Hence, the utilitarian value of
gamification is a dive satisfaction with the brand that provides the experience.
Hedonic value is an emotional value (Sheth et al., 1991). Apps can fulfill hedonic purposes
(Argrebi and Jallais, 2015). Hence, game-like applications and websites developed by brands
may provide an emotional experience with hedonic value. The previous literature provides
evidence that consumers look for entertainment and out-of-routine experiences in both offline
and online shopping (Hofman and Noval, 1996; Mathwick et al, 2001). In fact, the brands noted
long ago that consumer choices are frequently driven by experience rather than the completion of
a certain task (Babin et al., 1994). Therefore, since positive emotions can drive satisfaction
(Rychalski and Hudson 2017), the gamification experience can lead to satisfaction.
As previously mentioned, social value is provided in a social context (Iyer et al., 2018). The
use of gamification can provide interactions with other users of the brand's applications.
websites, which might have a high perceived social value. Social value refers to an individual's
perception of how significant others view the target behavior and whether others expect one to
execute that behavior (Ajen, 1991) suggests that the use of mobile apps can represent social
statements. Users can extract the social benefits of the social interactions provided by an
application (Alnawas and Aburub, 2016). Similarly, using brand applications and websites
related to gamification can have an impact at the social level.
Finally, immersion-oriented affordances are tied to perceptions of escaping the real world in
new virtual locations, playing new roles, and being involved in stories (Ryan et al., 2006). This
game element category includes avatars, or profiles, narratives or meaningful stories, and
customization (Koivisto & Hamari, 2019). These elements have been related to the satisfaction
of psychological needs (Deci & Ryan, 2000). For instance, through storylines or narratives,
which divide activities into small, similarly themed steps (Wee & Choong, 2019), users can
easily fulfill broad goals by using strategies tied to the task themes (Dong et al., 2012), thus
fostering feelings of competence, as satisfaction.
Based on the arguments above, this study proposes
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2.4.3. The influence of Gamification on brand loyalty, WOM, and app rating
Besides brand love, if one is satisfied with the gamification experience, he/she might also
become more loyal to the brand that provided the experience and might engage in positive
WOM.
Loyalty involves “a deeply held commitment to rebuy or repatronize a preferred
product/service consistently in the future, thereby causing repetitive same-brand or same-brand-
set purchasing, despite situational influences and marketing efforts having the potential to cause
switching behavior (Oliver, 1999). Thus, brand loyalty contributes to the repeated purchase or
usage of a brand to which the customer is loyal. Brand loyalty is crucial because a small increase
in the number of loyal customers will have a positive effect on profitability. Marketers seek new
ways to provide experiences to differentiate their offerings and become more successful in
retaining customers (Bendapudi and Leone, 2003). The gamification experience can have this
effect by enhancing satisfaction. The marketing literature posits that satisfaction can drive brand
loyalty (Batra et al, 2012; Carrol and Ahuvia, 2006; Parrasuraman et al, 1991).
Positive WOM has been defined as “ the customer's belief that he/she will discuss an incident
with at least one person not directly related to the service encounter” (Swanson and Charlene
Davis, 2003). Although this definition refers to a service encounter, it fits well with a
gamification experience. Positive WoM may lead to brand choice (East et al,2008). Furthermore,
it is well known that satisfaction can lead to positive WOM (Franzen and Nakamoto, 199).
Hence, if one is satisfied with a gamification experience, he/she is like to engage in positive
WOM of the gamification of the app, as well as app rating for the app-based brands. Therefore,
the following hypothesis was formulated:
H6b: Satisfaction has a positive effect on brand loyalty
H6c: Satisfaction has a positive effect on word-of-mouth
H6d: Satisfaction has a positive effect on app rating
Brand love reflects positive passionate relationships with brands (Batra et al, 2012; Carroli and
Ahuvia, 2006); it is distinct from more liking an involves a higher affective component than
satisfaction. Thus, brand love might have a greater influence than satisfaction on brand loyalty
and WOM. Previous studies have evidence of the effect of brand love on brand loyalty (Aro et
al, 2018; Hsu and Chen, 2018, Pedros, 2021). Hence, the following hypothesis was proposed:
H8a: Brand love has a positive effect on brand loyalty
H8b: Brand love has a positive effect on word-of-mouth
H8c: Brand love has a positive effect on app rating
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2.5. Summary
Overall, this chapter presented the research framework under the SOR framework and the
literature review on each construct of the model, as well as five studies relevant to this thesis.
Furthermore, hypotheses were proposed, on which perceived values of gamification have a
positive influence on Satisfaction and Brand love; Satisfaction and Brand love strengthens Brand
love, WOM, and App-rating.
17
The first step in this process was to review the literature and prior relevant papers to adopt the
measurement scale for all studied constructs; with some minor modifications to fit the current
research context. Then those will be back-translated into Vietnamese by professional translators.
To ascertain the validity and accuracy of the survey items, a pre-test was carried out with 15
individuals. Pretests have been shown to overcome problems associated with item ambiguity and
the ability to respond. Next, the questionnaire was designed before distribution.
Following the measurement scale, the second stage of the study comprised an online-based
survey with participants who have experienced or are experiencing gamification apps or
integrated gamification apps (mainly on Facebook, and Instagram). The questionnaire asks for
fundamental socio-demographic data and addresses the factors in the research model. By July
2023, the data will have been gathered within 2 months. 300 characters will fill in the survey and
answer the questionnaires designed following the research model. After receiving the
questionnaires, a verification method will be used to make sure that the respondents were on
social media - characters and that they had read and understood the questions. Then the analysis
stage will be carried out.
To attain sufficient samples, we will call for sponsors from one of 2 most common applications
deploying gamification or integrated gamification app: Momo (Fintech) and Shopee (e-
Commerce) to cite our survey link on their social media accounts which give subjects vouchers
on each survey collected; in return, we will give them the data we collected for their further
information.
Given that this study is conducted in Vietnam, back translation is carried out to ensure
consistency. All scales are translated into Vietnamese. Semantic differences between the two
18
versions are examined. Subsequently, three professors are invited to check the Vietnamese
version and provide suggestions for improvement. On the basis of their advice, several
expressions of the scales are adjusted. Eventually, the questionnaire is tested by 15 gamification
users who are required to comment on the readability, understandability, and adequacy of the
wording. Minor modifications to the questionnaire are applied after the pretest.
skills. skills.
I think this brand has many desirable I think this brand has many desirable
features features
Brand love This brand makes me feel good. This brand makes me feel good.
I have strong feelings about this I have strong feelings about this brand
brand
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I have a special feeling about this I have a special feeling about this
brand brand
I will recommend this brand to others I will recommend this brand to others
Word-of-mouth
(WOM)
I will say positive things about this I will say positive things about this
brand to other people brand to other people
I will encourage other people to use I will encourage other people to use
this brand this brand
I will refer other people to this brand I will refer other people to this brand
App ratings How would you rate this app? How would you rate this app?
Source: Paula Brián, Isabel Buil, Sara Catalán, 2021; Pedro Torres, Mário Augusto, Cristiana Neves, 2021)
21
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