The Effect of Mobile Gamification on Brand Loyalty

Gamification is defined as using game design elements, characteristic for games, in non-game contexts, and it is a process of using game mechanics to engage users and achieve a specific goal. In order to build effective gamification apps (applications) for effective user performance, the objectives of this project is to develop strategic elements for mobile gaming design in providing innovative services. The purpose of this study is mainly to use the Gamification concept to design a mobile gaming app (application) for contextual marketing, and we were integrate digital game design technologies, such as mobile augmented reality (MAR) and global positioning system (GPS). This study was then look at associated consumer value and brand loyalty created by the users after experiencing the mobile game. Accordingly, we define the eight elements of a mobile gamification design, including coping-escape, fantasy, recreation, social, omnipotence, competition, skill development, and location-based. This research model treats “location-based” as a formative second-order construct driven by ubiquitous connectivity and contextual offer. Consumer value is also a formative second-order construct driven by utilitarian value, hedonic value and social value. Brand loyalty is a reflective second-order construct driven by continuance intention and word-of-mouth. This study was conduct a quasi-experimental research to verify our model. It is hoped that service managers can benefit from the insights discovered from this study and implement more effective management strategies for effective performance.