IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i10p4169-d360521.html
   My bibliography  Save this article

Exploring the Impact of Gamification on Users’ Engagement for Sustainable Development: A Case Study in Brand Applications

Author

Listed:
  • Hsi-Peng Lu

    (Department of Information Management, National Taiwan University of Science and Technology, Taipei 10607, Taiwan)

  • Hui-Chen Ho

    (Department of Information Management, National Taiwan University of Science and Technology, Taipei 10607, Taiwan)

Abstract

Game elements and mechanics have been widely applied as marketing strategies for sustainable development. Seldom have studies explored the relationships between the components of the game and consumer continuous usage with gamification. This study analyzed how game mechanics impact users’ gaming behavior and awaken 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.

Suggested Citation

  • Hsi-Peng Lu & Hui-Chen Ho, 2020. "Exploring the Impact of Gamification on Users’ Engagement for Sustainable Development: A Case Study in Brand Applications," Sustainability, MDPI, vol. 12(10), pages 1-19, May.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:10:p:4169-:d:360521
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/10/4169/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/10/4169/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Cossío-Silva, Francisco-José & Revilla-Camacho, María-Ángeles & Vega-Vázquez, Manuela & Palacios-Florencio, Beatriz, 2016. "Value co-creation and customer loyalty," Journal of Business Research, Elsevier, vol. 69(5), pages 1621-1625.
    2. Daniel G. J. Kuchinka & Szilvia Balazs & Marius Dan Gavriletea & Borivoje-Boris Djokic, 2018. "Consumer Attitudes toward Sustainable Development and Risk to Brand Loyalty," Sustainability, MDPI, vol. 10(4), pages 1-25, March.
    3. Verena Berger & Ulf Schrader, 2016. "Fostering Sustainable Nutrition Behavior through Gamification," Sustainability, MDPI, vol. 8(1), pages 1-15, January.
    4. Feifei Xu & Jessika Weber & Dimitrios Buhalis, 2013. "Gamification in Tourism," Springer Books, in: Zheng Xiang & Iis Tussyadiah (ed.), Information and Communication Technologies in Tourism 2014, edition 127, pages 525-537, Springer.
    5. Robson, Karen & Plangger, Kirk & Kietzmann, Jan H. & McCarthy, Ian & Pitt, Leyland, 2015. "Is it all a game? Understanding the principles of gamification," Business Horizons, Elsevier, vol. 58(4), pages 411-420.
    6. Adina Letiţia Negruşa & Valentin Toader & Aurelian Sofică & Mihaela Filofteia Tutunea & Rozalia Veronica Rus, 2015. "Exploring Gamification Techniques and Applications for Sustainable Tourism," Sustainability, MDPI, vol. 7(8), pages 1-30, August.
    7. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    8. Holbrook, Morris B & Batra, Rajeev, 1987. "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 404-420, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Xi Chen & Chunlan Jiao & Ran Ji & Yu Li, 2021. "Examining Customer Motivation and Its Impact on Customer Engagement Behavior in Social Media: The Mediating Effect of Brand Experience," SAGE Open, , vol. 11(4), pages 21582440211, October.
    2. Hatice Doğan-Südaş & Ali Kara & Emre Karaca, 2023. "Effects of Gamified Mobile Apps on Purchase Intentions and Word-of-Mouth Engagement: Implications for Sustainability Behavior," Sustainability, MDPI, vol. 15(13), pages 1-17, July.
    3. Katherine Iles & Sya Buryn Kedzior, 2023. "Operationalizing participation: experiences and perspectives of participatory GIS program coordinators," Journal of Geographical Systems, Springer, vol. 25(4), pages 539-565, October.
    4. Ana Slavec & Nežka Sajinčič & Vesna Starman, 2021. "Use of Smartphone Cameras and Other Applications While Traveling to Sustain Outdoor Cultural Heritage," Sustainability, MDPI, vol. 13(13), pages 1-20, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sharma, Wamika & Lim, Weng Marc & Kumar, Satish & Verma, Aastha & Kumra, Rajeev, 2024. "Game on! A state-of-the-art overview of doing business with gamification," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    2. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 0. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-15.
    3. Athina G. Bright & Stavros T. Ponis, 2021. "Introducing Gamification in the AR-Enhanced Order Picking Process: A Proposed Approach," Logistics, MDPI, vol. 5(1), pages 1-16, March.
    4. Adina Letiţia Negruşa & Valentin Toader & Aurelian Sofică & Mihaela Filofteia Tutunea & Rozalia Veronica Rus, 2015. "Exploring Gamification Techniques and Applications for Sustainable Tourism," Sustainability, MDPI, vol. 7(8), pages 1-30, August.
    5. Andrea Stevenson Thorpe & Stephen Roper, 2019. "The Ethics of Gamification in a Marketing Context," Journal of Business Ethics, Springer, vol. 155(2), pages 597-609, March.
    6. Marcucci, Edoardo & Gatta, Valerio & Le Pira, Michela, 2018. "Gamification design to foster stakeholder engagement and behavior change: An application to urban freight transport," Transportation Research Part A: Policy and Practice, Elsevier, vol. 118(C), pages 119-132.
    7. David Zejda & Josef Zelenka, 2019. "The Concept of Comprehensive Tracking Software to Support Sustainable Tourism in Protected Areas," Sustainability, MDPI, vol. 11(15), pages 1-18, July.
    8. Changsok Yoo & Shinhye Kwon & Hyunsoo Na & Byenghee Chang, 2017. "Factors Affecting the Adoption of Gamified Smart Tourism Applications: An Integrative Approach," Sustainability, MDPI, vol. 9(12), pages 1-21, November.
    9. Giang Huong Duong & Wann-Yih Wu & Long Hoang Le, 2020. "The effects of brand page characteristics on customer brand engagement: moderating roles of community involvement and comedy production contents," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 531-545, September.
    10. Bozkurt, Sıddık & Gligor, David, 2021. "Distinguishing between the impact of social media public and private compliments on customers’ future service recovery expectations," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    11. Byeong Cheol Lee, 2019. "The Effect of Gamification on Psychological and Behavioral Outcomes: Implications for Cruise Tourism Destinations," Sustainability, MDPI, vol. 11(11), pages 1-15, May.
    12. Nadeem, Waqar & Tan, Teck Ming & Tajvidi, Mina & Hajli, Nick, 2021. "How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    13. de Regt, Anouk & Plangger, Kirk & Barnes, Stuart J., 2021. "Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing," Journal of Business Research, Elsevier, vol. 136(C), pages 513-522.
    14. Aguiar-Castillo Lidia & Rufo-Torres Julio & De Saa-Pérez Petra & Perez-Jimenez Rafael, 2018. "How to Encourage Recycling Behaviour? The Case of WasteApp: A Gamified Mobile Application," Sustainability, MDPI, vol. 10(5), pages 1-20, May.
    15. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 2020. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 466-480, July.
    16. Garaus, Marion & Hudáková, Melánia, 2022. "The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline," Journal of Air Transport Management, Elsevier, vol. 103(C).
    17. Jong-Woo Jun & Jun-Hyuk Cho & Ji-Hoon Lee, 2021. "Why Do Koreans Love Ethnic Players in the MLB? A Focus on Ethnic Identity and Player Identification," Sustainability, MDPI, vol. 13(23), pages 1-10, November.
    18. Robiady, Nurlita Devian & Windasari, Nila Armelia & Nita, Arfenia, 2021. "Customer engagement in online social crowdfunding: The influence of storytelling technique on donation performance," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 492-500.
    19. Mingyu Zhao & Jianguo Liu, 2021. "Study on Spatial Structure Characteristics of the Tourism and Leisure Industry," Sustainability, MDPI, vol. 13(23), pages 1-14, November.
    20. Baoliang Hu & Wei Huang & Shuai Yan & Guang Liu & Tao Zhang, 2020. "Business Model Design and Customer Loyalty: The Mediating Role of Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(17), pages 1-14, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:10:p:4169-:d:360521. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.