Does Gamified Marketing Work on Customer Loyalty?

Research Article
Open access

Does Gamified Marketing Work on Customer Loyalty?

Yumeng Deng 1* , Yinfei Li 2 , Jimin Wang 3 , Yunzhe Shi 4
  • 1 School of Management, Xiamen University, Amoy, 361005, China    
  • 2 School of Foreign Languages, Shenzhen University, Shenzhen, 518060, China    
  • 3 School of Foreign Languages, North Minzu University, Yinchuan, 750021, China    
  • 4 Management School, University of Sheffield, Sheffield, S10 1FL, China    
  • *corresponding author 1328620871@qq.com
Published on 21 March 2023 | https://doi.org/10.54254/2754-1169/3/2022821
AEMPS Vol.3
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-15-7
ISBN (Online): 978-1-915371-16-4

Abstract

This paper investigates and analyses the current gamified marketing industry from three aspects: industry development, typical companies and future customer groups. The data is obtained from online data and original surveys, both quantitative and qualitative analysis are used, and the DMC model is applied to analyses the data. This paper summarizes the current development status of the industry and puts forward the view that the industry has a large development space and good development prospects. It also analyses the customer loyalty of Duolingo, a representative company in the industry. Finally, an online questionnaire survey was conducted on consumers of gamified marketing, and ways to attract more consumers to online credit services were proposed.

Keywords:

Intraclass Variance Analysis., Customer Loyalty, DMC Model, Gamification

Deng,Y.;Li,Y.;Wang,J.;Shi,Y. (2023). Does Gamified Marketing Work on Customer Loyalty?. Advances in Economics, Management and Political Sciences,3,465-470.
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References

[1]. Singh, G., Kumar, B. and Jain, K. (2021) ‘Gamification in marketing’, International journal of information management, 61, p. 102415. doi:10.1016/j.ijinfomgt.2021.102415.

[2]. Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: defining “gamification”. In A. Lugmayr (Ed.), Proceedings of the 15th International Academic Mindtrek Conference: Envisioning Future Media Environments (pp. 9–15). New York: ACM. https://doi.org/10.1145/2181037.2181040.

[3]. Johnson, D., Deterding, S., Kuhn, K., Staneva, A., Stoyanov, S. and Hides, L., (2016). Gamification for health and wellbeing: A systematic review of the literature. Internet Interventions, 6, pp.89-106.https://doi.org/10.1016/j.invent.2016.10.002

[4]. Baran, R. J., Strunk, D. P., & Galka, R. J. (2008). Principles of Customer Relationship Management. Ohio: Thomson South-Western.

[5]. Zakaria, I., Rahman, B., Othman, A., Yunus, N., Dzulkipli, M. and Osman., M., (2014). The Relationship between Loyalty Program, Customer Satisfaction and Customer Loyalty in Retail Industry: A Case Study. Procedia - Social and Behavioral Sciences, 129, 23-30. https://doi.org/10.1016/j.sbspro.2014.03. 643

[6]. Hamari, J., Koivisto, J. and Sarsa, H., (2014). Does Gamification Work? -- A Literature Review of Empirical Studies on Gamification. 2014 47th Hawaii International Conference on System Sciences. doi:10.1109/HICSS.2014.377

[7]. Huotari, K., Hamari, (2017). J. A definition for gamification: anchoring gamification in the service marketing literature. Electron Markets 27, 21–31. https://doi.org/10.1007/s12525-015-0212-z

[8]. Pilar Munday(2017). Duolingo. Gamified learning through translation. Journal of Spanish Language Teaching(2). doi:10.1080/23247797.2017.1396071.

[9]. Yanzhuang Chen (Neko) (2020). How Does Duolingo Integrates Emotional Design. Frontiers in Educational Research (7). ISSN 2522-6398 Vol. 3, Issue 7: 39-44 doi:10.25236/FER.2020.030712

Cite this article

Deng,Y.;Li,Y.;Wang,J.;Shi,Y. (2023). Does Gamified Marketing Work on Customer Loyalty?. Advances in Economics, Management and Political Sciences,3,465-470.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 6th International Conference on Economic Management and Green Development (ICEMGD 2022), Part Ⅰ

ISBN：978-1-915371-15-7(Print) / 978-1-915371-16-4(Online)
Editor：Javier Cifuentes-Faura, Canh Thien Dang
Conference website: https://www.icemgd.org/
Conference date: 6 August 2022
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.3
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Singh, G., Kumar, B. and Jain, K. (2021) ‘Gamification in marketing’, International journal of information management, 61, p. 102415. doi:10.1016/j.ijinfomgt.2021.102415.

[2]. Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From game design elements to gamefulness: defining “gamification”. In A. Lugmayr (Ed.), Proceedings of the 15th International Academic Mindtrek Conference: Envisioning Future Media Environments (pp. 9–15). New York: ACM. https://doi.org/10.1145/2181037.2181040.

[3]. Johnson, D., Deterding, S., Kuhn, K., Staneva, A., Stoyanov, S. and Hides, L., (2016). Gamification for health and wellbeing: A systematic review of the literature. Internet Interventions, 6, pp.89-106.https://doi.org/10.1016/j.invent.2016.10.002

[4]. Baran, R. J., Strunk, D. P., & Galka, R. J. (2008). Principles of Customer Relationship Management. Ohio: Thomson South-Western.

[5]. Zakaria, I., Rahman, B., Othman, A., Yunus, N., Dzulkipli, M. and Osman., M., (2014). The Relationship between Loyalty Program, Customer Satisfaction and Customer Loyalty in Retail Industry: A Case Study. Procedia - Social and Behavioral Sciences, 129, 23-30. https://doi.org/10.1016/j.sbspro.2014.03. 643

[6]. Hamari, J., Koivisto, J. and Sarsa, H., (2014). Does Gamification Work? -- A Literature Review of Empirical Studies on Gamification. 2014 47th Hawaii International Conference on System Sciences. doi:10.1109/HICSS.2014.377

[7]. Huotari, K., Hamari, (2017). J. A definition for gamification: anchoring gamification in the service marketing literature. Electron Markets 27, 21–31. https://doi.org/10.1007/s12525-015-0212-z

[8]. Pilar Munday(2017). Duolingo. Gamified learning through translation. Journal of Spanish Language Teaching(2). doi:10.1080/23247797.2017.1396071.

[9]. Yanzhuang Chen (Neko) (2020). How Does Duolingo Integrates Emotional Design. Frontiers in Educational Research (7). ISSN 2522-6398 Vol. 3, Issue 7: 39-44 doi:10.25236/FER.2020.030712

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