The role of gamification in brand app experience: The moderating effects of the 4Rs of app marketing

Abstract

This study examines the relationships between several sub-factors of gamification (i.e. fun, rewards, competition, and storytelling) and brand app experiences. The study also examines the moderating effects of the so-called 4Rs of brand apps (reflex, reality, real place, and real communication) on brand app experiences. The study was conducted in groups of approximately 450 subjects. The study finds that gamification is positively related to brand app experiences, with fun and storytelling serving as motivating factors and having stronger effects on brand app experiences than other factors. Brand app users are more likely to seek fun and storytelling when using brand apps than other potential gamification sub-factors. The results suggest that companies should develop technologies to interact with customers, attract customers, and provide them with memorable experiences and fun.