The Effect of Gamification on Brand Awareness: a Study of Retail Industry and Healthy-Living Applications

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. © HENRY STEWART PUBLICATIONS 2050-0076 (2024).