Title: Effects of gamification incorporated in branded apps on brand responses

Authors: Ya-Ching Lee; Ying Lin Ho

Addresses: Institute of Marketing Communication, National Sun Yat-Sen University, 70, Lien-Hai Rd., Kaohsiung, Taiwan ' Institute of Marketing Communication, National Sun Yat-Sen University, 70, Lien-Hai Rd., Kaohsiung, Taiwan

Abstract: This study investigates the effects of gamified branded apps (GBAs) on brand responses, helping fill knowledge gaps around the relationship of GBAs, brand responses, and the mediating role of flow. The results show that perceived challenge, competitive achievement, and intrinsic social interaction are the key drivers of flow for users of GBAs, which positively and significantly affects brand attitudes and purchase intentions. The results also show creativity plays a moderating role in the relationship between the independent variables and brand responses. The findings advance current knowledge by identifying consumers' psychological impressions when using GBAs. In addition, the authors develop and validate scale items for perceived challenge, competitive achievement, and social interaction. These can increase the robustness of future research. This study also illustrates the loci on which the brand manager should focus to increase brand attitudes and purchase intentions, verifying the role of creativity in gamification. Finally, the authors conclude this paper with a number of practical suggestions.

Keywords: achievement; branded apps; challenge; flow; gamification.

DOI: 10.1504/IJMC.2022.119958

International Journal of Mobile Communications, 2022 Vol.20 No.1, pp.53 - 72

Accepted: 24 Jun 2020
Published online: 20 Dec 2021 *

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