Indian Journal of Marketing

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Can Indian Millennials be Engaged Through Online Customer Gamified Experience?


Affiliations
1 Associate Professor, SVKM's Narsee Monjee Institute of Management Studies, Bangalore, Bannerghatta Main Rd, Bengaluru - 560 083, Karnataka, India
2 Associate Professor, Symbiosis Institute of Business Management, Bengaluru (Symbiosis International (Deemed University) Pune), #95/1, 95/2, Electronics City, Phase - 1, Hosur Road, Bengaluru - 560 100, Karnataka, India
     

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Purpose: Extant literature has indicated that millennials in emerging markets could not trust the brand. Hence, companies should be able to build the correct type of trust and experiences to create a gamified experience, resulting in brand loyalty. This paper attempted to establish the relationships among online gamification experience, customer brand engagement, online engagement intention, and brand loyalty in India's developing economy.

Methodology: We conducted a self-administered web-based questionnaire-based study among Indian millennials between February and April 2020. The study applied SEM to explore the proposed association in the structural equation path model.

Findings: The current study confirmed that the gamification experience among the Indian millennials had a significant favorable influence on millennials' continued engagement intention, which positively impacted customer brand engagement and brand loyalty. The gameful experience was positively related to continued engagement intention. Continued engagement intention and customer brand engagement were also positively correlated. Moreover, customer brand engagement was positively associated with brand loyalty. However, the gamified experience had a negative association with customer brand engagement.

Originality: The study positioned the role of online-gamified experience amongst Indian millennials towards brand engagement.


Keywords

Gameful Experience, Customer Brand Engagement, Continued Engagement Intention, Brand Loyalty.

Paper Submission Date : April 20, 2021 ; Paper sent back for Revision : December 8, 2021 ; Paper Acceptance Date : March 15, 2022 ; Paper Published Online : June 15, 2022.

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  • Can Indian Millennials be Engaged Through Online Customer Gamified Experience?

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Authors

Mallika Srivastava
Associate Professor, SVKM's Narsee Monjee Institute of Management Studies, Bangalore, Bannerghatta Main Rd, Bengaluru - 560 083, Karnataka, India
Semila Fernandes
Associate Professor, Symbiosis Institute of Business Management, Bengaluru (Symbiosis International (Deemed University) Pune), #95/1, 95/2, Electronics City, Phase - 1, Hosur Road, Bengaluru - 560 100, Karnataka, India

Abstract


Purpose: Extant literature has indicated that millennials in emerging markets could not trust the brand. Hence, companies should be able to build the correct type of trust and experiences to create a gamified experience, resulting in brand loyalty. This paper attempted to establish the relationships among online gamification experience, customer brand engagement, online engagement intention, and brand loyalty in India's developing economy.

Methodology: We conducted a self-administered web-based questionnaire-based study among Indian millennials between February and April 2020. The study applied SEM to explore the proposed association in the structural equation path model.

Findings: The current study confirmed that the gamification experience among the Indian millennials had a significant favorable influence on millennials' continued engagement intention, which positively impacted customer brand engagement and brand loyalty. The gameful experience was positively related to continued engagement intention. Continued engagement intention and customer brand engagement were also positively correlated. Moreover, customer brand engagement was positively associated with brand loyalty. However, the gamified experience had a negative association with customer brand engagement.

Originality: The study positioned the role of online-gamified experience amongst Indian millennials towards brand engagement.


Keywords


Gameful Experience, Customer Brand Engagement, Continued Engagement Intention, Brand Loyalty.

Paper Submission Date : April 20, 2021 ; Paper sent back for Revision : December 8, 2021 ; Paper Acceptance Date : March 15, 2022 ; Paper Published Online : June 15, 2022.


References





DOI: https://doi.org/10.17010/ijom%2F2022%2Fv52%2Fi6%2F169834