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The effectiveness of gamification and personalization strategies in the stage of entering into an online relationship with a prospect
[L'efficacité des stratégies de gamification et de personnalisation dans la phase d'entrée en relation en ligne avec un prospect]

Author

Listed:
  • Elodie Jouet

    (IAE Paris-Est - Institut d'Administration des Entreprises - Paris-Est - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel)

  • Abdelmajid Amine

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Pauline de Pechpeyrou

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

Very little research has focused on the initial contact with a prospect. Yet this first encounter between a brand and a prospect is crucial to the consumer's long-term commitment to the relationship. A between-subject experiment tested the effectiveness of two levers of entering into an online relationship with a prospect - personalisation and gamification - in encouraging the prospect's attitude towards the brand and his/her intention to continue the relationship with the brand. Compared to the "classic" version of the website, personalisation and gamification significantly increased the entertainment and relevance associated with this first contact with the brand. They also led to an increased level of perceived intrusiveness, without any impact on attitude towards the brand. Finally, personalisation proved to be a more effective technique than gamification for increasing commitment towards the brand.

Suggested Citation

  • Elodie Jouet & Abdelmajid Amine & Pauline de Pechpeyrou, 2025. "The effectiveness of gamification and personalization strategies in the stage of entering into an online relationship with a prospect [L'efficacité des stratégies de gamification et de personnalisa," Post-Print hal-04901770, HAL.
    • Handle: RePEc:hal:journl:hal-04901770
    as

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