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The effect of gamification on brand awareness: A study of retail industry and healthy-living applications
Journal of Digital & Social Media Marketing,
12
(3),
293-306
(2024)
Abstract
Rapid developments in digitisation have resulted in gamification (ie, the use of game elements and game mechanics in non-game areas) becoming more common and easy to apply in digital environments. This study examines the use of gamification in the field of marketing, specifically its effects on brand awareness. As the paper shows, gamification helps to establish important bonds between the brand, the company and the customer. In this context, the paper analyses brand awareness by means of the survey method. Due to the size of the study population, the scope of the study was narrowed to apps promoting healthy living and apps produced by the retail sector. Convenience sampling was used to recruit 400 respondents. The survey found that gamification has a positive effect on brand awareness (r = 0.55) and that attitude to gamified apps has a positive effect on brand awareness (r = 0.58). Certain demographic factors were also found to influence the use of gamified apps.
Keywords: gamification; gamified marketing practices; brand awareness; brand attitude; gamified applications
The full article is available to subscribers to the journal.
Author's Biography
Hulya Alsan is a recent graduate of the Master of Business Administration programme at Atılım University, and the general coordinator of an electric vehicle charging solutions company. She graduated from Gazi University, Department of Economics in 1997. She has previously worked as a facilitator of cross-cultural dialogue at Soliya Company, and Regional Assistant Manager for Ankara at Akbank TAŞ, one of the largest banks in Türkiye.
Dilaver Tengilimoğlu is a professor in the Faculty of Management at Atılım University, where he teaches management, healthcare management, healthcare marketing, services marketing and health tourism. He is also Director of the Department of Business Administration and the Health Management Master’s Programme at Atilim University. He is a former Chair of the Department of Health Management at Gazi University, Ankara.
