Purpose

Companies understand the potential to use gamification marketing to facilitate a better connection. However, most endeavours in gamification fail. This study aims to identify the design factors that drive the marketing effectiveness of branded applications (apps) with gamification features.

Design/methodology/approach

This study investigates branded apps covering various industries such as hospitality, retail and financial services. A total of 296 respondents were recruited from an online questionnaire platform.

Findings

The results show that playability, design aesthetics, goal clarity, incentive provision and symbolic benefits were drivers of consumer–brand engagement, which in turn generated purchase intention, app continuance intention and brand loyalty.

Originality/value

Based on the elemental tetrad model, this study specified relevant factors identified in the literature to represent the technology, aesthetic, mechanical and story elements. The authors contribute to the literature by identifying design factors as drivers of consumer–brand engagement in the branded app context.

中文翻译：

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游戏化品牌应用程序如何提高营销效率？

目的

公司了解使用游戏化营销来促进更好的联系的潜力。然而，游戏化的大多数努力都失败了。本研究旨在确定推动具有游戏化功能的品牌应用程序（应用程序）营销效果的设计因素。

设计/方法/方法

本研究调查了涵盖酒店、零售和金融服务等各个行业的品牌应用。共有 296 名受访者来自在线问卷平台。

发现

结果表明，可玩性、设计美学、目标明确性、激励提供和象征性利益是消费者品牌参与的驱动因素，进而产生购买意愿、应用继续使用意愿和品牌忠诚度。

原创性/价值

本研究基于元素四分体模型，指定文献中确定的相关因素来表示技术、美学、机械和故事元素。作者通过将设计因素确定为品牌应用程序环境中消费者品牌参与的驱动因素来为文献做出贡献。