The Impact of Consumer Engagement with Gamified Branded Apps on Gameful Experience in Emerging Markets: An Empirical Study
Drawing on social exchange theory, this article examines how consumers’ engagement with gamified branded mobile apps impacts different aspects of their gameful experience, which comprises accomplishment, competition, challenge, immersion, guidance, playful experience, and social experience. We test...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
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Vilnius University Press
2024-12-01
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| Series: | Organizations and Markets in Emerging Economies |
| Subjects: | |
| Online Access: | https://ojs.test/index.php/omee/article/view/35862 |
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| author | Amir Zaib Abbasi Linda D. Hollebeek Maria Hassan Ding Hooi Ting Eliis Salm Vytautas Dikcius |
| author_facet | Amir Zaib Abbasi Linda D. Hollebeek Maria Hassan Ding Hooi Ting Eliis Salm Vytautas Dikcius |
| author_sort | Amir Zaib Abbasi |
| collection | DOAJ |
| description |
Drawing on social exchange theory, this article examines how consumers’ engagement with gamified branded mobile apps impacts different aspects of their gameful experience, which comprises accomplishment, competition, challenge, immersion, guidance, playful experience, and social experience. We test the proposed conceptual model by drawing on data collected from 319 adult gamified app users from the emerging market of Pakistan, which was analyzed by using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that consumers’ engagement with gamified branded mobile apps in the emerging market context impacts each of the studied gameful experience dimensions, raising important theoretical and practical implications, as discussed in the article’s final section.
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| format | Article |
| id | doaj-art-5cacadaef19b448ebd900b1e50b52249 |
| institution | Kabale University |
| issn | 2029-4581 2345-0037 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Vilnius University Press |
| record_format | Article |
| series | Organizations and Markets in Emerging Economies |
| spelling | doaj-art-5cacadaef19b448ebd900b1e50b522492025-01-03T06:38:17ZengVilnius University PressOrganizations and Markets in Emerging Economies2029-45812345-00372024-12-01152(31)10.15388/omee.2024.15.11The Impact of Consumer Engagement with Gamified Branded Apps on Gameful Experience in Emerging Markets: An Empirical StudyAmir Zaib Abbasi0Linda D. Hollebeek1Maria Hassan2Ding Hooi Ting 3Eliis Salm4Vytautas Dikcius 5IRC for Finance and Digital Economy, KFUPM Business School, King Fahd University of Petroleum & MineralsSunway University, Vilnius University, Tallin University of Technology, Umea University, University of JohannesburgShaheed Zulfikar Ali Bhutto Institute of Science and TechnologyUniversiti Teknologi PETRONASTallinn University of Technology Vilnius University Drawing on social exchange theory, this article examines how consumers’ engagement with gamified branded mobile apps impacts different aspects of their gameful experience, which comprises accomplishment, competition, challenge, immersion, guidance, playful experience, and social experience. We test the proposed conceptual model by drawing on data collected from 319 adult gamified app users from the emerging market of Pakistan, which was analyzed by using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that consumers’ engagement with gamified branded mobile apps in the emerging market context impacts each of the studied gameful experience dimensions, raising important theoretical and practical implications, as discussed in the article’s final section. https://ojs.test/index.php/omee/article/view/35862GamificationConsumer engagementGameful experiencesocial exchange theorygamified mobile appsbranded mobile apps |
| spellingShingle | Amir Zaib Abbasi Linda D. Hollebeek Maria Hassan Ding Hooi Ting Eliis Salm Vytautas Dikcius The Impact of Consumer Engagement with Gamified Branded Apps on Gameful Experience in Emerging Markets: An Empirical Study Organizations and Markets in Emerging Economies Gamification Consumer engagement Gameful experience social exchange theory gamified mobile apps branded mobile apps |
| title | The Impact of Consumer Engagement with Gamified Branded Apps on Gameful Experience in Emerging Markets: An Empirical Study |
| title_full | The Impact of Consumer Engagement with Gamified Branded Apps on Gameful Experience in Emerging Markets: An Empirical Study |
| title_fullStr | The Impact of Consumer Engagement with Gamified Branded Apps on Gameful Experience in Emerging Markets: An Empirical Study |
| title_full_unstemmed | The Impact of Consumer Engagement with Gamified Branded Apps on Gameful Experience in Emerging Markets: An Empirical Study |
| title_short | The Impact of Consumer Engagement with Gamified Branded Apps on Gameful Experience in Emerging Markets: An Empirical Study |
| title_sort | impact of consumer engagement with gamified branded apps on gameful experience in emerging markets an empirical study |
| topic | Gamification Consumer engagement Gameful experience social exchange theory gamified mobile apps branded mobile apps |
| url | https://ojs.test/index.php/omee/article/view/35862 |
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