Gamification Effect on Brand Engagement.

      Аннотация: Introduction: Gamification has recently gained popularity as a technology promoting the consumers’ psychological motivations towards a service, activity, product or a brand in the business world. Different frameworks have been designed, with design elements carrying special characteristics, have been described as motivating and supporting individual attitude and behavior. However, scarcity in empirical evidence answering the people drive to use gamification in the marketing field still represents a gap in the literature.Aim of the study: is proposing a prototype of a gamified framework specially developed for testing the effect of gamification on brand engagement according to UX designs using different game elements.Results: The results of this study revealed a positive relationship, with statistically highly significant correlation between the proposed framework and the studied variables, in conjunction with player personality as an important moderating factor.Conclusion: Accordingly, it was concluded that customer attitude towards a brand can be affected during a gameful experience and will eventually result in positive active enhanced brand engagement.

Ключевые слова: Human Computer Interaction, Gamification, Brand Engagement, Psychological Motivation