Effects of Gamified Mobile Apps on Purchase Intentions and Word-of-Mouth Engagement: Implications for Sustainability Behavior

In today’s competitive environment, stimulating and maintaining customer engagement through gamified apps seems essential for gaining a sustainable competitive advantage. Consequently, gamification in marketing apps has garnered increased attention from companies interested in exploring how gaming processes and experiences can be utilized to create more engaging digital platforms. The objective of this study is to examine how consumer experiences and satisfaction with mobile gaming apps influence their purchase intentions and propensity to participate in word-of-mouth (WOM) communication. A total of 351 study participants who have used gamified mobile apps completed an online survey. The study results indicate that user experience with the gamified mobile apps has a positive influence on consumers’ perceived value and satisfaction. Furthermore, perceived value and satisfaction mediate the relationships between gamified mobile app experience and marketing outcomes, specifically purchase intentions and WOM communication. The implications for sustainable behavior are also discussed.