Understanding how advertising gamification influences consumers: The effect of image experience and interactivity

Abstract

In recent years, advertising gamification has considerably evolved as an approach to increase consumer engagement and motivation. Given the continuous development of game interactivity and the multi-dimensional technology, the potential of advertising gamification still needs to be fully understood. The aim of this study is to investigate how advertising gamification influence consumers’ advertising attitude, brand image and brand attitude by looking into the effect of different image experience (2D/3D) and interactivity (interactive/non-interactive). This paper conducts an experiment (N = 40) among young people aged 20–26 years old to compare the effects of advertisements. The main effects are significant, which provide strong evidence of how an interactive gamified experience and higher media image experience can increase advertising attitude, brand image and brand attitude, and provide new insights about the effectiveness of several game mechanics. Ultimately, we can also explore the importance of interactive design in the process of advertising gamification and the possibility of its application in the fields of AR.