Gamification on mobile wallet: The relationship between customers' interaction with different gamification features and brand engagement

Abstract

Businesses are increasingly using gamification as a popular marketing technique to enhance users' engagement with their brands. However, in previous studies, there was a scarcity in the process of studying the effects of gamification and brand engagement in the context of mobile wallets, so there was not enough empirical evidence to reinforce the belief. This study investigated the relationships between gamification, psychological outcomes and brand engagement among consumers using mobile wallets. Research was conducted on practical foundations by using SSMMD and structural equation models with a two-stage approach to testing the research framework with 300 users who have experienced games on mobile apps in Ho Chi Minh City. The results showed that gamification increases user engagement through satisfaction of the needs for competence, autonomy and relatedness. Gamification features (immersion, social interaction and achievement) have a positive impact on brand engagement through psychological needs. The most effective gaming elements are those that emphasize achievement and progression. The study assisted in illuminating how gamification influences brand engagement by examining the connections between various gamification features and three types of brand engagement. It also identified which gamification elements are appropriate to use. However, to increase the generalizability of the findings, future researchers should investigate this in the "New Normal" context or explore other areas for investigation.