A model for evaluating the effects of Gamification on Brand engagement

Document Type : Research Paper

Authors

1 PhD Student in Media Management, International Kish Campus, University of Tehran, Iran

2 Associate Professor, Faculty of world studies, University of Tehran, Irany

3 Assistant Professor, Faculty of world studies, University of Tehran, Iran

Abstract

The purpose of this study is to provide a model to evaluate the effect of different elements of Gamification on the extent and dimensions of brand user engagement. The case study is "Beshno" audio book application. This research consists of two main stages. In the first stage, a model extracted to evaluate the effect of Gamification on brand engagement through a qualitative research, and in the second stage, the effect of using different gamification mechanics studied on brand engagement based on objective and subjective data analisys. The research method of this study is mixed method (qualitative and quantitative). In the qualitative part, we used the theme analysis method and in the quantitative part, the causal-comparison method and data analysis of variance tests have been used. The statistical population of the study in the qualitative section includes a group of experts and specialists in the field of gamification and in the quantitative section; we used "Beshno" App users. The sample size of this research was 7 people in the qualitative section and 390 users in the quantitative section. The results of this research in the first part was a model of the effect of gamification on brand engagement , also the results of the second part  determined the effect of using different gamification mechanics on the amount and dimensions of brand engagement by using both objective and subjectiv data analysis. The results also showed that there is a significant difference between the findings of objective and subjective data analysis, although a similar pattern seen in comparing both analysis. Based on the results, the "Badge" gamification mechanics creates the highest brand engagement and the "award" gamification mechanics creates the lowest brand engagement. Findings of this study showed that demographic variables also affect the degree of brand engagement in each gamification mechanic.

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References

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