Araştırma Makalesi
BibTex RIS Kaynak Göster

Gamification Characteristics' Effects On Brand Loyalty

Yıl 2020, Cilt: 15 Sayı: 58, 270 - 287, 30.04.2020
https://doi.org/10.19168/jyasar.558862

Öz

Gamification is a research subject emerging in the areas of education, business management, marketing, public
relations, health, sustainability, computer science and tourism.
Gamification
practices are researched within brand management context, especially in brand
loyalty context. However, literature is missing the link between gamification
and brand loyalty. In this study, gamification characteristics and proneness to
brand loyalty are researched to enlighten the relationship. To test this
relationship in the research model, attitudinal perceptions of a sample of 376
university students are researched using structural equation modeling. Results
suggest that not all gamification characteristics effects brand loyalty, but
only one. Brand managers can benefit from the statistically significant
gamification characteristics and brand loyalty relationship, as well as not
significant relationships. The findings of this study can permit future studies
researching the link between gamification and brand loyalty.

Kaynakça

  • Baldinger, A. L., & Rubinson, J. (1996). Brand loyalty: the link between attitude and behavior. Journal of advertising research, 36(6), 22-35.
  • Berger, A., Schlager, T., Sprott, D. E., & Herrmann, A. (2017). Gamified interactions: whether, when, and how games facilitate self–brand connections. Journal of the Academy of Marketing Science, 1-22.
  • Chou, Y.-K. (2013). Octalysis: Complete gamification framework. Yu-Kai Chou & Gamification.
  • Çeltek, E. (2010). Mobile advergames in tourism marketing. Journal of Vacation Marketing, 16(4), 267-281.
  • da Silva Brito, R., Contreras Pinochet, L. H., Luiz Lopes, E., & de Oliveira, M. A. (2018). Development of a gamification characteristics measurement scale for mobile application users. Internext: Revista Electrônica de Negócios Internacionais da ESPM, 13(1).
  • Deterding, S., Sicart, M., Nacke, L., O'Hara, K., & Dixon, D. (2011). Gamification. using game-design elements in non-gaming contexts. Paper presented at the CHI'11 extended abstracts on human factors in computing systems.
  • Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
  • Dubois, D. J., & Tamburrelli, G. (2013). Understanding gamification mechanisms for software development. Paper presented at the Proceedings of the 2013 9th Joint Meeting on Foundations of Software Engineering.
  • Fontijn, W., & Hoonhout, J. (2007). Functional fun with tangible user interfaces. Paper presented at the 2007 First IEEE International Workshop on Digital Game and Intelligent Toy Enhanced Learning (DIGITEL'07).
  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373.
  • Gaskin, J., & Lim, J. (2016a). Master validity tool: AMOS plugin. Gaskination’s StatWiki.
  • Gaskin, J., & Lim, J. (2016b). Model Fit Measures (AMOS Plugin). Gaskination’s StatWiki.
  • Gaskin, J., & Lim, J. (2018). "Merge SRW Tables", AMOS Plugin. . Gaskination's StatWiki.
  • Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does gamification work?--a literature review of empirical studies on gamification. Paper presented at the 2014 47th
  • Hawaii international conference on system sciences (HICSS).
  • Harwood, T., & Garry, T. (2015). An investigation into gamification as a customer engagement experience environment. Journal of Services Marketing, 29(6/7), 533-546.
  • Hsu, C.-L., & Chen, M.-C. (2018a). How does gamification improve user experience? An empirical investigation on the antecedences and consequences of user experience and its mediating role. Technological Forecasting and Social Change, 132, 118-129.
  • Hsu, C.-L., & Chen, M.-C. (2018b). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88, 121-133.
  • Huotari, K., & Hamari, J. (2012). Defining gamification: a service marketing perspective. Paper presented at the Proceeding of the 16th international academic MindTrek conference.
  • Huotari, K., & Hamari, J. (2017). A definition for gamification: anchoring gamification in the service marketing literature. Electronic Markets, 27(1), 21-31.
  • Jennett, C., Cox, A. L., Cairns, P., Dhoparee, S., Epps, A., Tijs, T., & Walton, A. (2008). Measuring and defining the experience of immersion in games. International Journal of human-computer studies, 66(9), 641-661.
  • Lam, D. (2007). Cultural influence on proneness to brand loyalty. Journal of International Consumer Marketing, 19(3), 7-21.
  • Lucassen, G., & Jansen, S. (2014). Gamification in Consumer Marketing-Future or Fallacy? Procedia-Social and Behavioral Sciences, 148, 194-202.
  • Meloni, W., & Gruener, W. (2012). Gamification in 2012: Market update, consumer and enterprise market trends. M2 Research, 1-25.
  • Nacke, L., Khaled, R., Dixon, D., & Deterding, S. (2011). From game design elements to gamefulness: defining” gamification”. Paper presented at the Proceedings of the 15th International Academic MindTrek Conference.
  • Nobre, H., & Ferreira, A. (2017). Gamification as a platform for brand co-creation experiences. Journal of Brand Management, 24(4), 349-361.
  • Piligrimienė, Ž., Dovalienė, A., & Virvilaitė, R. (2015). Consumer engagement in value co-creation: what kind of value it creates for company? Inžinerinė ekonomika, 452-460.
  • Raj, B., & Gupta, D. (2018). Factors Influencing Consumer Responses to Marketing Gamification. Paper presented at the 2018 International Conference on Advances in Computing, Communications and Informatics (ICACCI).
  • Rauch, M. (2013). Best practices for using enterprise gamification to engage employees and customers. Paper presented at the International Conference on Human-Computer Interaction.
  • Seaborn, K., & Fels, D. I. (2015). Gamification in theory and action: A survey. International Journal of human-computer studies, 74, 14-31.
  • So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64-78.
  • Sotirakou, C., & Mourlas, C. (2015). A Gamified News Application for Mobile Devices: An Approach that Turns Digital News Readers into Players of a Social Network. Paper presented at the International Conference on Games and Learning Alliance.
  • Thorpe, A. S., & Roper, S. (2019). The ethics of gamification in a marketing context. Journal of business ethics, 155(2), 597-609.
  • Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information systems research, 11(4), 342-365.
  • Vitkauskaitė, E., & Gatautis, R. (2018). Points for posts and badges to brand advocates: The role of gamification in consumer brand engagement. Paper presented at the Proceedings of the 51st Hawaii International Conference on System Sciences.
  • Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of marketing theory and practice, 20(2), 122-146.
  • Vorderer, P., Hartmann, T., & Klimmt, C. (2003). Explaining the enjoyment of playing video games: the role of competition. Paper presented at the Proceedings of the second international conference on Entertainment computing.
  • Werbach, K. (2014). (Re) defining gamification: A process approach. Paper presented at the International conference on persuasive technology.
  • Xi, N., & Hamari, J. (2019). The relationship between gamification, brand engagement and brand equity. Paper presented at the Proceedings of the 52nd Hawaii International Conference on System Sciences.
  • Xu, F., Buhalis, D., & Weber, J. (2017). Serious games and the gamification of tourism. Tourism Management, 60, 244-256.
  • Yang, Y., Asaad, Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459-469.
  • Zichermann, G., & Cunningham, C. (2011). Gamification by design: Implementing game mechanics in web and mobile apps: " O'Reilly Media, Inc.".
  • Zichermann, G., & Linder, J. (2010). Game-based marketing: inspire customer loyalty through rewards, challenges, and contests: John Wiley & Sons.

Oyunlaştırma Özelliklerinin Marka Sadakati Üzerine Etkisi

Yıl 2020, Cilt: 15 Sayı: 58, 270 - 287, 30.04.2020
https://doi.org/10.19168/jyasar.558862

Öz

Oyunlaştırma eğitim,
işletme yönetimi, pazarlama, halkla ilişkiler, sağlık, sürdürülebilirlik,
bilgisayar bilimleri ve turizm alanlarında son dönemde ortaya çıkan bir
araştırma konusudur. Oyunlaştırma uygulamaları marka yönetimi bağlamında,
özellikle marka sadakati bağlamında araştırmalara konu olmuştur. Ancak, yazında
oyunlaştırma ve marka sadakati arasındaki ilişki eksiktir. Bu çalışmada,
oyunlaştırma özellikleri ve marka bağlılığına yatkınlık incelenerek ilişki aydınlatılmaya
çalışılmıştır. Araştırma modelinde bu ilişkiyi test etmek için 376 üniversite
öğrencisinin tutumsal algıları yapısal eşitlik modellemesi kullanılarak
araştırılmıştır. Sonuçlar, tüm oyunlaştırma özelliklerinin marka sadakati
üzerinde etkisi olmadığını, yalnızca bir tanesinin etkili olduğunu göstermektedir.
Marka yöneticileri, istatistiksel olarak anlamlı olmayan oyunlaştırma
özellikleri ve marka sadakati ilişkisinden ve aynı zamanda anlamlı bulunan
ilişkilerden faydalanabilir. Bu çalışmanın bulguları, oyunlaştırma ve marka
sadakati arasındaki kayıp bağlantıyı araştıran gelecekteki çalışmalara yol
göstermektedir.

Kaynakça

  • Baldinger, A. L., & Rubinson, J. (1996). Brand loyalty: the link between attitude and behavior. Journal of advertising research, 36(6), 22-35.
  • Berger, A., Schlager, T., Sprott, D. E., & Herrmann, A. (2017). Gamified interactions: whether, when, and how games facilitate self–brand connections. Journal of the Academy of Marketing Science, 1-22.
  • Chou, Y.-K. (2013). Octalysis: Complete gamification framework. Yu-Kai Chou & Gamification.
  • Çeltek, E. (2010). Mobile advergames in tourism marketing. Journal of Vacation Marketing, 16(4), 267-281.
  • da Silva Brito, R., Contreras Pinochet, L. H., Luiz Lopes, E., & de Oliveira, M. A. (2018). Development of a gamification characteristics measurement scale for mobile application users. Internext: Revista Electrônica de Negócios Internacionais da ESPM, 13(1).
  • Deterding, S., Sicart, M., Nacke, L., O'Hara, K., & Dixon, D. (2011). Gamification. using game-design elements in non-gaming contexts. Paper presented at the CHI'11 extended abstracts on human factors in computing systems.
  • Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
  • Dubois, D. J., & Tamburrelli, G. (2013). Understanding gamification mechanisms for software development. Paper presented at the Proceedings of the 2013 9th Joint Meeting on Foundations of Software Engineering.
  • Fontijn, W., & Hoonhout, J. (2007). Functional fun with tangible user interfaces. Paper presented at the 2007 First IEEE International Workshop on Digital Game and Intelligent Toy Enhanced Learning (DIGITEL'07).
  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373.
  • Gaskin, J., & Lim, J. (2016a). Master validity tool: AMOS plugin. Gaskination’s StatWiki.
  • Gaskin, J., & Lim, J. (2016b). Model Fit Measures (AMOS Plugin). Gaskination’s StatWiki.
  • Gaskin, J., & Lim, J. (2018). "Merge SRW Tables", AMOS Plugin. . Gaskination's StatWiki.
  • Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does gamification work?--a literature review of empirical studies on gamification. Paper presented at the 2014 47th
  • Hawaii international conference on system sciences (HICSS).
  • Harwood, T., & Garry, T. (2015). An investigation into gamification as a customer engagement experience environment. Journal of Services Marketing, 29(6/7), 533-546.
  • Hsu, C.-L., & Chen, M.-C. (2018a). How does gamification improve user experience? An empirical investigation on the antecedences and consequences of user experience and its mediating role. Technological Forecasting and Social Change, 132, 118-129.
  • Hsu, C.-L., & Chen, M.-C. (2018b). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior, 88, 121-133.
  • Huotari, K., & Hamari, J. (2012). Defining gamification: a service marketing perspective. Paper presented at the Proceeding of the 16th international academic MindTrek conference.
  • Huotari, K., & Hamari, J. (2017). A definition for gamification: anchoring gamification in the service marketing literature. Electronic Markets, 27(1), 21-31.
  • Jennett, C., Cox, A. L., Cairns, P., Dhoparee, S., Epps, A., Tijs, T., & Walton, A. (2008). Measuring and defining the experience of immersion in games. International Journal of human-computer studies, 66(9), 641-661.
  • Lam, D. (2007). Cultural influence on proneness to brand loyalty. Journal of International Consumer Marketing, 19(3), 7-21.
  • Lucassen, G., & Jansen, S. (2014). Gamification in Consumer Marketing-Future or Fallacy? Procedia-Social and Behavioral Sciences, 148, 194-202.
  • Meloni, W., & Gruener, W. (2012). Gamification in 2012: Market update, consumer and enterprise market trends. M2 Research, 1-25.
  • Nacke, L., Khaled, R., Dixon, D., & Deterding, S. (2011). From game design elements to gamefulness: defining” gamification”. Paper presented at the Proceedings of the 15th International Academic MindTrek Conference.
  • Nobre, H., & Ferreira, A. (2017). Gamification as a platform for brand co-creation experiences. Journal of Brand Management, 24(4), 349-361.
  • Piligrimienė, Ž., Dovalienė, A., & Virvilaitė, R. (2015). Consumer engagement in value co-creation: what kind of value it creates for company? Inžinerinė ekonomika, 452-460.
  • Raj, B., & Gupta, D. (2018). Factors Influencing Consumer Responses to Marketing Gamification. Paper presented at the 2018 International Conference on Advances in Computing, Communications and Informatics (ICACCI).
  • Rauch, M. (2013). Best practices for using enterprise gamification to engage employees and customers. Paper presented at the International Conference on Human-Computer Interaction.
  • Seaborn, K., & Fels, D. I. (2015). Gamification in theory and action: A survey. International Journal of human-computer studies, 74, 14-31.
  • So, K. K. F., King, C., Sparks, B. A., & Wang, Y. (2016). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), 64-78.
  • Sotirakou, C., & Mourlas, C. (2015). A Gamified News Application for Mobile Devices: An Approach that Turns Digital News Readers into Players of a Social Network. Paper presented at the International Conference on Games and Learning Alliance.
  • Thorpe, A. S., & Roper, S. (2019). The ethics of gamification in a marketing context. Journal of business ethics, 155(2), 597-609.
  • Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information systems research, 11(4), 342-365.
  • Vitkauskaitė, E., & Gatautis, R. (2018). Points for posts and badges to brand advocates: The role of gamification in consumer brand engagement. Paper presented at the Proceedings of the 51st Hawaii International Conference on System Sciences.
  • Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of marketing theory and practice, 20(2), 122-146.
  • Vorderer, P., Hartmann, T., & Klimmt, C. (2003). Explaining the enjoyment of playing video games: the role of competition. Paper presented at the Proceedings of the second international conference on Entertainment computing.
  • Werbach, K. (2014). (Re) defining gamification: A process approach. Paper presented at the International conference on persuasive technology.
  • Xi, N., & Hamari, J. (2019). The relationship between gamification, brand engagement and brand equity. Paper presented at the Proceedings of the 52nd Hawaii International Conference on System Sciences.
  • Xu, F., Buhalis, D., & Weber, J. (2017). Serious games and the gamification of tourism. Tourism Management, 60, 244-256.
  • Yang, Y., Asaad, Y., & Dwivedi, Y. (2017). Examining the impact of gamification on intention of engagement and brand attitude in the marketing context. Computers in Human Behavior, 73, 459-469.
  • Zichermann, G., & Cunningham, C. (2011). Gamification by design: Implementing game mechanics in web and mobile apps: " O'Reilly Media, Inc.".
  • Zichermann, G., & Linder, J. (2010). Game-based marketing: inspire customer loyalty through rewards, challenges, and contests: John Wiley & Sons.
Toplam 43 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Mehmet Özer Demir 0000-0002-5035-0530

Zuhal Gök Demir Bu kişi benim 0000-0001-6489-3125

Yayımlanma Tarihi 30 Nisan 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 15 Sayı: 58

Kaynak Göster

APA Demir, M. Ö., & Gök Demir, Z. (2020). Gamification Characteristics’ Effects On Brand Loyalty. Yaşar Üniversitesi E-Dergisi, 15(58), 270-287. https://doi.org/10.19168/jyasar.558862
AMA Demir MÖ, Gök Demir Z. Gamification Characteristics’ Effects On Brand Loyalty. Yaşar Üniversitesi E-Dergisi. Nisan 2020;15(58):270-287. doi:10.19168/jyasar.558862
Chicago Demir, Mehmet Özer, ve Zuhal Gök Demir. “Gamification Characteristics’ Effects On Brand Loyalty”. Yaşar Üniversitesi E-Dergisi 15, sy. 58 (Nisan 2020): 270-87. https://doi.org/10.19168/jyasar.558862.
EndNote Demir MÖ, Gök Demir Z (01 Nisan 2020) Gamification Characteristics’ Effects On Brand Loyalty. Yaşar Üniversitesi E-Dergisi 15 58 270–287.
IEEE M. Ö. Demir ve Z. Gök Demir, “Gamification Characteristics’ Effects On Brand Loyalty”, Yaşar Üniversitesi E-Dergisi, c. 15, sy. 58, ss. 270–287, 2020, doi: 10.19168/jyasar.558862.
ISNAD Demir, Mehmet Özer - Gök Demir, Zuhal. “Gamification Characteristics’ Effects On Brand Loyalty”. Yaşar Üniversitesi E-Dergisi 15/58 (Nisan 2020), 270-287. https://doi.org/10.19168/jyasar.558862.
JAMA Demir MÖ, Gök Demir Z. Gamification Characteristics’ Effects On Brand Loyalty. Yaşar Üniversitesi E-Dergisi. 2020;15:270–287.
MLA Demir, Mehmet Özer ve Zuhal Gök Demir. “Gamification Characteristics’ Effects On Brand Loyalty”. Yaşar Üniversitesi E-Dergisi, c. 15, sy. 58, 2020, ss. 270-87, doi:10.19168/jyasar.558862.
Vancouver Demir MÖ, Gök Demir Z. Gamification Characteristics’ Effects On Brand Loyalty. Yaşar Üniversitesi E-Dergisi. 2020;15(58):270-87.