Gamified Marketing Practice: An Experiment-Based Study on The Effect of Social and Empowering Gamification

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Abstract

Gamification has been believed to be a powerful interactive marketing tool to engage consumers. However, little is known about the effects of elements facilitating consumers’ social interaction and empowerment. To bridge this gap, we conducted a vignette-based online experiment with a 3 (social dynamics: collaboration vs. competition vs. independent) by 2 (agency level: high (skill-based) vs. low (luck-based)) between-subject design (N = 761) in the marketing campaign context to investigate the effects of social and empowering gamification on various dimensions of gameful experiences. Our study revealed that collaboration and competition-based campaigns enhance the gameful experiences more than independent designs, with no significant differences between the two. Consumers’ perceived agency influenced their experience, with skill-based designs showing greater effectiveness. Surprisingly, there was no interaction effect between social dynamics and agency on gameful experience dimensions. The study suggests marketers should foster social interaction and use skill-based designs to enhance the overall experience.
Original languageEnglish
Title of host publicationPACIS 2024 Proceedings
PublisherAssociation for Information Systems
Number of pages17
ISBN (Electronic)978-1-958200-12-4
Publication statusPublished - 2024
Publication typeA4 Article in conference proceedings
EventPacific Asia Conference on Information Systems - Ho Chi Minh, Viet Nam
Duration: 1 Jul 20245 Jul 2024

Publication series

NamePacific Asia Conference on Information Systems (PACIS)
ISSN (Electronic)2689-6354

Conference

ConferencePacific Asia Conference on Information Systems
Country/TerritoryViet Nam
CityHo Chi Minh
Period1/07/245/07/24

Keywords

  • Gameful experiences
  • Social dynamic
  • Agency level
  • Social identity theory

Publication forum classification

  • Publication forum level 1

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Marketing

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