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

Hatice Doğan-Südaş, Ali Kara, Emre Karaca

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

Abstract

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.

Original languageEnglish (US)
Article number10506
JournalSustainability (Switzerland)
Volume15
Issue number13
DOIs
StatePublished - Jul 2023

All Science Journal Classification (ASJC) codes

  • Computer Science (miscellaneous)
  • Geography, Planning and Development
  • Renewable Energy, Sustainability and the Environment
  • Environmental Science (miscellaneous)
  • Energy Engineering and Power Technology
  • Hardware and Architecture
  • Computer Networks and Communications
  • Management, Monitoring, Policy and Law

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