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