TY - GEN
T1 - The Influence of Gamification on Brand Engagement and Brand Awareness in Online Marketplaces
AU - Permana, Fadhlan Hafizh
AU - Handayani, Putu Wuri
AU - Pinem, Ave Adriana
N1 - Funding Information:
ACKNOWLEDGMENT This work was supported in part by the Kementerian Riset Dan Teknologi/Badan Riset dan Inovasi Nasional for the Grant Hibah Penelitian Dasar Unggulan Perguruan Tinggi under contract NKB-078/UN2.RST/HKP05.00/2021
Publisher Copyright:
© 2021 IEEE.
PY - 2021
Y1 - 2021
N2 - This study was conducted to examine the effect of gamification on brand engagement and awareness in online marketplaces. It investigated the impact of three gamification categories, namely, immersion, achievement, and social interaction, on-brand engagement's cognitive, social, emotional, and behavioral dimensions. The study involved 484 survey participants. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). Immersion features (avatars, account personalization, and stories) influence the behavioral, cognitive, and social dimensions. Achievement features (points, leaderboards, random prizes, badges, virtual currencies, levels, status/progress bars, tasks, and countdowns) influence brand engagement dimensions. Social features (social interaction, competition, playing with friends, and feedback) only affect the social and cognitive dimensions. Finally, the cognitive and social dimensions were not found to influence brand awareness. The findings are expected to assist online marketplace developers in evaluating the future implementation of gamification. Finally, this research provides insights into gamification features that can influence brand engagement.
AB - This study was conducted to examine the effect of gamification on brand engagement and awareness in online marketplaces. It investigated the impact of three gamification categories, namely, immersion, achievement, and social interaction, on-brand engagement's cognitive, social, emotional, and behavioral dimensions. The study involved 484 survey participants. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). Immersion features (avatars, account personalization, and stories) influence the behavioral, cognitive, and social dimensions. Achievement features (points, leaderboards, random prizes, badges, virtual currencies, levels, status/progress bars, tasks, and countdowns) influence brand engagement dimensions. Social features (social interaction, competition, playing with friends, and feedback) only affect the social and cognitive dimensions. Finally, the cognitive and social dimensions were not found to influence brand awareness. The findings are expected to assist online marketplace developers in evaluating the future implementation of gamification. Finally, this research provides insights into gamification features that can influence brand engagement.
KW - brand engagement
KW - gamification
KW - Indonesia
KW - marketplace
KW - PLS-SEM
UR - http://www.scopus.com/inward/record.url?scp=85123847361&partnerID=8YFLogxK
U2 - 10.1109/ICACSIS53237.2021.9631349
DO - 10.1109/ICACSIS53237.2021.9631349
M3 - Conference contribution
AN - SCOPUS:85123847361
T3 - 2021 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2021
BT - 2021 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2021
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 13th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2021
Y2 - 23 October 2021 through 26 October 2021
ER -