Does gamified interaction build a strong consumer-brand connection? A study of mobile applications

  • Deepak Sangroya Jindal Global Business School, O.P. Jindal Global University, India
  • Rambalak Yadav Institute of Management Technology, Hyderabad, India
  • Yatish Joshi School of Management Studies, Motilal Nehru National Institute of Technology Allahabad, India
Keywords: Gamification, Smartphone applications, Flow, Consumer brand engagement, Brand usage intent, Self-Brand conncection

Abstract

In recent times gamification has increasingly been used by brands through smartphones to interact
effectively with their consumers. The core assumption for creating gamified environment is that it
will develop engagement with the consumer and motivate them to use their product or services.
However, beyond this assumption, there is dearth empirical evidence regarding how much effective
these gamified features are in engaging consumers. Therefore, this research analyses the relationship
between flow, brand engagement, self-brand connection and brand usage intent among consumers (N = 360)
of two gamified mobile applications. The findings show that the multidimensional construct flow formed
by five dimensions i.e. challenge, feedback, autonomy, immersion, and interaction positively associates
with cognitive brand engagement and emotional brand engagement. Additionally, both these forms of
brand engagement further strengthen consumers’ brand connection and motivate them for further use.
These results imply that gamified environment can augment consumer engagement with brand and
further increase usage intention. Therefore, gamification can be an effective technique in
brand management and brand managers can use it to strengthen relationship with consumers and increasing
possibility of using their brands.

Author Biographies

Deepak Sangroya, Jindal Global Business School, O.P. Jindal Global University, India

Deepak Sangroya is an Assistant Professor of Marketing at Jindal Global Business School, O.P. Jindal Global University. He has a rich blend of work experience from both academics as well as industry. Deepak earned his Ph.D. from the Department of Management Studies, Indian Institute of Technology Roorkee, and has completed Master of Business Administration from National Institute of Technology, Kurukshetra. His research interest includes business-to-business marketing, green marketing, corporate environmental initiative, and business-to-business branding. He has contributed many research articles in refereed journals by leading publishers that include Elsevier, Springer, and Sage.

Yatish Joshi, School of Management Studies, Motilal Nehru National Institute of Technology Allahabad, India

Yatish Joshi is an Assistant Professor in Marketing Management at Motilal Nehru National Institute of Technology, Allahabad, India. He holds a Doctorate Degree in Marketing from Indian Institute of Technology Roorkee, India. His research interests lie in the area of green consumption, sustainable behavior and customer experience. Articles authored by him have been published in reputed international journals, such as Ecological Economics, International Journal of Hospitality Management, InternationalJjournal of Manpower, Sustainable Production and Consumption  etc. He is also the recipient of Emerald Literati Award of Excellence 2017.

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Published
2021-11-18
How to Cite
Sangroya, D., Yadav, R., & Joshi, Y. (2021). Does gamified interaction build a strong consumer-brand connection? A study of mobile applications. Australasian Journal of Information Systems, 25. https://doi.org/10.3127/ajis.v25i0.3105
Section
Research on Information Systems Development