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Hook vs. hope: how to enhance customer engagement through gamification
File(s)
Author(s)
Eisingerich, Andreas
Marchand, Andre
Fritze, Martin
Dong, Lin
Type
Journal Article
Abstract
Many digital service providers have adopted gamification to promote customer engagement. Critical questions, however, remain about the most effective way to enhance customer engagement and increase sales by applying gamification. With a research design that combines qualitative and quantitative methods, including the use of objective sales data from a large field study and replication of the findings across different contexts, this study explores how gamification fosters customer engagement. Both field study results and a simulation study reveal gamification principles (i.e., social interaction, sense of control, goals, progress tracking, rewards, and prompts) that promote hope and consequently increase customer engagement and digital sales. Furthermore, we find that hope is more strongly associated with customer engagement than the psychological condition of compulsion, which even exerts a negative impact. This research thus explores how gamification creates value for customers and provides actionable insights for managers to foster hope through gamification as opposed to get customers hooked.
Date Issued
2019-06-01
Date Acceptance
2019-02-28
Citation
International Journal of Research in Marketing, 2019, 36 (2), pp.200-215
URI
DOI
ISSN
0167-8116
Publisher
Elsevier
Start Page
200
End Page
215
Journal / Book Title
International Journal of Research in Marketing
Volume
36
Issue
2
Copyright Statement
© 2019 Elsevier B.V. All rights reserved. This manuscript is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Licence http://creativecommons.org/licenses/by-nc-nd/4.0/
Subjects
Social Sciences
Business
Business & Economics
Gamification
Digital service
Engagement
Hope
Compulsion
Digital sales
POSITIVE EMOTIONS
ADDICTION
BENEFITS
BROADEN
Marketing
1505 Marketing
Publication Status
Published
Date Publish Online
2019-03-13