![]() It aims to provide consumers with positive emotional and involved experiences (ie, gameful experiences). On one hand, the concept of gamification originates from “game.” Gamification indicates the use of game design elements, game mechanisms, or games in nongame contexts. Gamification is thus the popular choice for practitioners to satisfy consumers with utilitarian values, hedonic values, and social values. ![]() As they make purchase decisions, they involve their fantasies, emotions, or other experiential perspectives rather than just processing the information. Enjoyment and FavorabilityĬonsumers are not totally rational. In this article, we advanced previous research and performed empirical studies to answer related questions. However, to our best knowledge, few studies discuss gamified CRM and its impact on people's attitudes or behaviors. After obtaining enough points, users can turn their virtual trees into real ones and thus contribute to environmental protection. The hedonic benefit provided by a gamified system motivates users to take action. As users complete the game tasks, they earn points for taking buses, walking daily steps, or using online payment in a low-carbon lifestyle. Users grow virtual trees in Ant Forest by collecting game points. For example, Alipay, one of the famous e-payment applications in China, launched a gamified CRM scheme called “Ant Forest” in 2016. Recently, some companies have applied gamification to their CRM practices. Gamification is a new and effective way to generate CRM success. It is therefore critical to understand the related predictors so that practitioners can develop CRM activities that will have desirable outcomes. However, CRM may not have pleasant outcomes, even if it receives substantial investment . Successful CRM campaigns can help companies elicit positive attitudes and emotional bonds between them and their customers. Generally, companies undertake cause-related marketing (CRM) as one solution to show their commitment to corporate social responsibility. In addition, the results of Study 3 indicated rules presentation in a gamified CRM program can moderate the indirect effect of gamification on favorability via enjoyment (index of the moderated mediation: 95% CI –1.12 to –0.10 for rules presentation with visual cues: 95% CI 0.69 to 1.40 for rules presentation without visual cues: 95% CI 0.08 to 0.83).Ĭonclusions: Overall, this research contributes to the CRM literature and suggests gamification is an effective way of managing CRM campaigns.Ĭorporate social responsibility practices are currently popular for firms to enable themselves to stand out from their competitors and achieve sustainable performance. Moreover, we found that enjoyment played a mediation role between gamification and favorability ( P<.001) in Study 2. Results: In Study 1, we identified that the highly gamified CRM program induces more enjoyment ( F 1,139=21.11, P<.001) and higher favorability ( F 1,139=14.57, P<.001). Additionally, we used a 2 (gamification: lower, higher) 2 (rules presentation: without visual cues, with visual cues) between-subjects design to test the moderation role of rules presentation in gamified CRM projects. Every project had 2 versions according to the level of gamification, and participants were randomly assigned into these 2 groups. Methods: We introduced 3 different CRM projects in 3 different studies. Objective: This research aimed to investigate how gamified CRM projects influence consumers’ favorability. Macau University of Science and TechnologyĮmail: Successful cause-related marketing (CRM) campaigns can help companies stand out from their competitors however, CRM may not have pleasant outcomes, even if it receives substantial investment. JMIR Bioinformatics and Biotechnology 31 articles.JMIR Biomedical Engineering 66 articles.Journal of Participatory Medicine 76 articles.JMIR Perioperative Medicine 86 articles.JMIR Rehabilitation and Assistive Technologies 189 articles.JMIR Pediatrics and Parenting 266 articles.Interactive Journal of Medical Research 286 articles.JMIR Public Health and Surveillance 1071 articles.Journal of Medical Internet Research 7222 articles.
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