The impact of gamification features on consumer brand engagement : a study on the Maltese fast-food industry

Abstract

Purpose: Gamification has become a popular strategy adopted by many organisations in recent years, with the belief that including gamification elements will boost consumer engagement and loyalty. This study's primary purpose is to investigate the effects of gamification features on customer brand engagement. The research study focuses on the use of gamification in the fast-food industry of Malta. These results are intended to benefit marketers and executives, as these findings will allow them to determine which essential gamification features generate consumer engagement in Maltese fastfood brands. Moreover, this thesis was considered relevant due to the lack of literature on the issue of gamification and its influence on the Maltese fast-food sector. Design: A digital questionnaire was conducted for Maltese fast-food consumers between the ages of 18 and 60 as part of the research's quantitative approach. The data was analysed using SmartPLS, IBM SPSS and Microsoft Excel. Findings and Implications: The research findings from 403 respondents indicate that all gamification features tested (points, progress bars, virtual currency, and levels) have a significant and favourable influence on all aspects of consumer brand engagement. It was also determined that across all dimensions of user brand engagement (emotional, cognitive, and social), 'points' had the most positive impact. In addition, it was discovered that 'virtual currency' has a more significant impact on the emotional and cognitive components of consumer brand engagement, while 'progress bars' had a more significant impact on the emotional aspect. These results suggest that all gamification features available in the Maltese fast-food industry effectively create brand engagement. In addition, these findings were also found to be consistent with prior research. Based on the study's empirical results, it was recommended that executives and practitioners consider implementing achievement gamification features (points, progress bars, virtual currency, and levels) into their gamified applications, as these elements can increase consumers' emotional, cognitive, and social brand engagement. Originality and Value: This research study is beneficial to both academics and professionals. The research investigated how achievement gamification elements impact the dimensions of customer brand engagement. The report also gives insights into how businesses can optimise customer engagement through gamification.