Gamification and Mobile Marketing Effectiveness

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Does gamification affect brand engagement and equity? A study in online brand communities (2020, neutral): “…surprising that marketing practitioners have recently started seeking for solutions to consumer engagement hurdles from the realm of video games (Hofacker, De Ruyter, Lurie, Manchanda, & Donaldson, 2016; Huotari & Hamari, 2017; Wolf et al., 2019; Wünderlich, Gustafsson, Hamari, Parvinen, &…”
Gameful Experience in Gamification: Construction and Validation of a Gameful Experience Scale [GAMEX] (2018, background): “They also identify potential avenues for further research to better understand how the use of game design elements increases mobile marketing effectiveness (Hofacker et al. 2016).”
Creating brand engagement through in-store gamified customer experiences (2019, background): “This potential makes gamification an interesting option to use for marketing purposes in stores; as such, gamification may have several interesting effects for retailers regarding factors such as purchase, attitude, retention, and engagement (Hofacker et al., 2016).”
Customer experience challenges: bringing together digital, physical and social realms (2018, background): “Games have rules and structure, whereas play often does not, so organizational and customer goals may conflict (Hofaker et al., 2016; Walz and Deterding, 2014).”