IDEAS home Printed from https://ideas.repec.org/a/zib/zbmecj/v6y2022i2p59-63.html
   My bibliography  Save this article

To Play Or Not To Play: The Use Of Gamification In The Fashion Retail Industry

Author

Listed:
  • Roland Goldberg

    (School of Management Sciences, Faculty of Economic and Management Sciences, North-West University, South Africa.)

  • Valeska Nel

    (School of Management Sciences, Faculty of Economic and Management Sciences, North-West University, South Africa.)

Abstract

The COVID-19 pandemic has devastated the world economy, affecting many industries. Given the growing inadequacies of traditional marketing communication channels in the digital age, fashion retailers are looking at innovative ways of communicating with consumers. Gamification’s efficacy as a marketing communication’s tool can be linked to its potential to satisfy users’ intrinsic needs, ostensibly through evoking a pleasurable consumer experience via autotelic use reminiscent of videogame engagement. The goal of this study was to investigate the use of gamification in the fashion retail industry. A qualitative approach was followed by means of an exploratory research design. Judgement sampling was used to identify a total of 25 participants from whom data was gathered by means of conducting three focus groups. Data was analysed by means of the Morse and Field approach using Atlas.ti. The results indicate that consumers are aware of gamification and enjoy using it, describing it as a fun and enjoyable experience. Consumers’ primary motivation for using gamification applications is to gain financial benefit in the form of discounts, vouchers, points or rewards. The dominant challenges identified with using gamification applications are that they do not provide a user-friendly interface, as well as privacy and security concerns and connection issues.

Suggested Citation

  • Roland Goldberg & Valeska Nel, 2022. "To Play Or Not To Play: The Use Of Gamification In The Fashion Retail Industry," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 6(2), pages 59-63, June.
  • Handle: RePEc:zib:zbmecj:v:6:y:2022:i:2:p:59-63
    DOI: 10.26480/mecj.02.2022.59.63
    as

    Download full text from publisher

    File URL: https://myecommerecejournal.com/wp-content/uploads/2022-issue2/2mecj2022-59-63.pdf
    Download Restriction: no

    File URL: https://libkey.io/10.26480/mecj.02.2022.59.63?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Kai Huotari & Juho Hamari, 2017. "A definition for gamification: anchoring gamification in the service marketing literature," Electronic Markets, Springer;IIM University of St. Gallen, vol. 27(1), pages 21-31, February.
    2. Martin, Silvia L. & Javalgi, Rajshekhar (Raj) G. & Ciravegna, Luciano, 2020. "Marketing capabilities and international new venture performance: The mediation role of marketing communication and the moderation effect of technological turbulence," Journal of Business Research, Elsevier, vol. 107(C), pages 25-37.
    Full references (including those not matched with items on IDEAS)

    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. Lackes, Richard & Siepermann, Markus & Vetter, Georg, 2020. "What drives decision makers to follow or ignore forecasting tools - A game based analysis," Journal of Business Research, Elsevier, vol. 106(C), pages 315-322.
    2. Dehghani, Milad & William Kennedy, Ryan & Mashatan, Atefeh & Rese, Alexandra & Karavidas, Dionysios, 2022. "High interest, low adoption. A mixed-method investigation into the factors influencing organisational adoption of blockchain technology," Journal of Business Research, Elsevier, vol. 149(C), pages 393-411.
    3. Rainer Alt & Hans-Dieter Zimmermann, 2019. "Electronic Markets on platform competition," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(2), pages 143-149, June.
    4. Parjanen, Satu & Hyypiä, Mirva, 2019. "Innotin game supporting collective creativity in innovation activities," Journal of Business Research, Elsevier, vol. 96(C), pages 26-34.
    5. 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.
    6. Syrjälä, Henna & Kauppinen-Räisänen, Hannele & Luomala, Harri T. & Joelsson, Tapani N. & Könnölä, Kaisa & Mäkilä, Tuomas, 2020. "Gamified package: Consumer insights into multidimensional brand engagement," Journal of Business Research, Elsevier, vol. 119(C), pages 423-434.
    7. Frank Ebbers & Jan Zibuschka & Christian Zimmermann & Oliver Hinz, 2021. "User preferences for privacy features in digital assistants," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(2), pages 411-426, June.
    8. Xi, Nannan & Hamari, Juho, 2020. "Does gamification affect brand engagement and equity? A study in online brand communities," Journal of Business Research, Elsevier, vol. 109(C), pages 449-460.
    9. Caroline Reimann & Fernando Carvalho & Marcelo Duarte, 2021. "The Influence of Dynamic and Adaptive Marketing Capabilities on the Performance of Portuguese SMEs in the B2B International Market," Sustainability, MDPI, vol. 13(2), pages 1-23, January.
    10. Armand Faganel & Filip Pačarić & Igor Rižnar, 2024. "The Impact of Gamification on Slovenian Consumers’ Online Shopping," Administrative Sciences, MDPI, vol. 14(5), pages 1-22, April.
    11. Behl, Abhishek & Jayawardena, Nirma & Pereira, Vijay & Islam, Nazrul & Giudice, Manlio Del & Choudrie, Jyoti, 2022. "Gamification and e-learning for young learners: A systematic literature review, bibliometric analysis, and future research agenda," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    12. Adya Hermawati & Choirul Anam & Suwarta Suwarta & Endah Puspitosarie, 2022. "Reconstruction of Spiritual Marketing, Culture of Innovation, Quality of Work Life, and Retainers for Tourism Industry SMEs in East Java," Administrative Sciences, MDPI, vol. 12(4), pages 1-17, October.
    13. Rainer Alt, 2020. "Evolution and perspectives of electronic markets," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(1), pages 1-13, March.
    14. Zhou, Fei & Lin, Youhai & Mou, Jian & Cohen, Jason & Chen, Sihua, 2023. "Understanding the dark side of gamified interactions on short-form video platforms: Through a lens of expectations violations theory," Technological Forecasting and Social Change, Elsevier, vol. 186(PB).
    15. Namal Mete Kaan & Tufan Cenk & Köksal Kemal & Mert İbrahim Sani, 2023. "The Effect of Market and Technological Turbulence on Innovation Performance in Nascent Enterprises: The Moderating Role of Entrepreneur’s Courage," Economics - The Open-Access, Open-Assessment Journal, De Gruyter, vol. 17(1), pages 1-19.
    16. João M. Lopes & Sofia Gomes & Ivo Rodrigues, 2024. "Playing the gamification and co-creation game: a bibliometric literature review," Management Review Quarterly, Springer, vol. 74(1), pages 353-376, February.
    17. 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).
    18. Sungjin Park & Sangkyun Kim, 2022. "Identifying World Types to Deliver Gameful Experiences for Sustainable Learning in the Metaverse," Sustainability, MDPI, vol. 14(3), pages 1-14, January.
    19. Welsh, Dianne H.B. & Kaciak, Eugene & Fadairo, Muriel & Doshi, Vijayta & Lanchimba, Cintya, 2023. "How to erase gender differences in entrepreneurial success? Look at the ecosystem," Journal of Business Research, Elsevier, vol. 154(C).
    20. Mullins, Jeffrey K. & Sabherwal, Rajiv, 2020. "Gamification: A cognitive-emotional view," Journal of Business Research, Elsevier, vol. 106(C), pages 304-314.

    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:zib:zbmecj:v:6:y:2022:i:2:p:59-63. 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: Zibeline International Publishing The email address of this maintainer does not seem to be valid anymore. Please ask Zibeline International Publishing to update the entry or send us the correct address (email available below). General contact details of provider: http://myecommerecejournal.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.