Can gamification affect the advertising effectiveness in social media?

Abstract

Purpose

The purpose of this paper is to investigate how gamification in advertising affects the effectiveness of advertising on social media.

Design/methodology/approach

Drawing from the gamification literature, immersion, achievement and social interaction features were identified as features, and advertising effectiveness factors were brand attention, brand liking and recall. A questionnaire was used for collecting data, and a structural equation modeling approach was applied to examine the model.

Findings

The results indicated that immersion, achievement and social interaction features affect advertising effectiveness. Furthermore, advertising effectiveness factors had a significant effect on purchase intentions.

Originality/value

The study contributes to the combination of gamification in advertising by offering characteristics for gamification that can enhance advertising effectiveness through brand attention, liking and recall. Finally, it provides managerial guidance on how they can use gamification in their advertising process.

Citation

Tabaeeian, R.A., Rahgozar, S., Khoshfetrat, A. and Saedpanah, S. (2024), "Can gamification affect the advertising effectiveness in social media?", Journal of Communication Management, Vol. 28 No. 3, pp. 404-422. https://doi.org/10.1108/JCOM-03-2023-0034