Exploring the Impacts of Gamification in Marketing on Consumer’s Buying Intention

Authors

DOI:

https://doi.org/10.31305/rrijm.2023.v08.n08.025

Keywords:

Brand Loyalty, Contemporary Marketing, Gamification, Purchasing Intentions

Abstract

This scholarly article delves into the growing importance of gamification as a contemporary marketing tool for businesses. Despite its increasing adoption, there is a noticeable scarcity of scholarly investigation into how consumers perceive and embrace gamification, the factors influencing their behavior, and the varying effectiveness of gamification approaches in shaping purchasing choices and brand loyalty. Furthermore, the lack of a standardized framework for integrating gamification into existing processes presents challenges. This study aims to fill these gaps by examining how marketing gamification impacts consumer purchase intentions through elements like engagement, motivation & incentive, social influence, emotional connection, and decision-making processes. Through this analysis, we aim to gain deeper insights into gamification's cognitive impact on buying intentions, elevating its strategic importance in marketing strategies.

Author Biographies

Nishit Anurag Agrawal, Bachelors In Technology, Dept. of Electrical & Electronics Engineering, Manipal Institute of Technology, Manipal, 576107, India

Mr. Nishit Anurag Agrawal is a forward-thinking scholar currently pursuing a Bachelor's in Technology (B.Tech) in Electrical and Electronics Engineering from Manipal Institute of Technology, Manipal, with an expected graduation year of 2024. With a keen interest in the intersection of technology and marketing, Mr. Agrawal’s research is focused on the innovative realm of gamification in marketing. His academic journey reflects a deep commitment to exploring the application of game design principles in marketing strategies, showcasing his determination to bridge the gap between technology and consumer engagement. Through his research, he aspires to reshape the marketing landscape by harnessing the power of gamification, creating engaging and immersive experiences that captivate audiences and drive impactful results.

Dr. Sushil Punwatkar, Associate Professor, Dept. of Management Studies, Rungta College of Engineering & Technology, Bhilai, 490024, India

Dr. Sushil Punwatkar, an accomplished academician, boasts 12 years of teaching experience in management. Holding a PhD in Management and an MBA in Finance and Marketing, alongside UGC NET qualification, Dr Punwatkar exhibits an unwavering commitment to education and research. Renowned for his scholarly contributions in consumer behaviour and marketing domains, he has penned numerous papers for esteemed journals. As an Associate Professor at Rungta College of Engineering & Technology, Bhilai, he nurtures an inclusive, interactive learning milieu that stimulates critical thinking. Driven by a penchant for mentoring, he adeptly guides students in research pursuits. Beyond academia, he finds solace in literature, films, and quality family time, epitomizing a harmonious work-life equilibrium.

References

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Conaway, R., & Garay, M. C. (2014). Gamification and service marketing. SpringerPlus, 3(1), 653.

Daly, T., Evers, U., Harrigan, P., Miles, M. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597-609.

Hamari, J., & Koivisto, J. (2013). Social motivations to use gamification: an empirical study of gamifying exercise.

Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of marketing management, 27(7-8), 785-807.

Lin, K.Y., Shang, S.S.C. (2013). An understanding of the impact of gamification on purchase intentions. 19th Americas Conference on Information Systems, AMCIS 2013 - Hyperconnected World: Anything, Anywhere, Anytime. 1. 439-448.

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Published

14-08-2023

How to Cite

Agrawal, N. A., & Punwatkar, S. (2023). Exploring the Impacts of Gamification in Marketing on Consumer’s Buying Intention. RESEARCH REVIEW International Journal of Multidisciplinary, 8(8), 145–153. https://doi.org/10.31305/rrijm.2023.v08.n08.025