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How gamified branded applications drive marketing effectiveness?

Timmy H. Tseng (Department of Business Administration, Fu Jen Catholic University, Taipei, Taiwan)
Sara H. Hsieh (Department of Business Administration, Tunghai University, Taichung, Taiwan)
Crystal T. Lee (Business School, Shantou University, Shantou, China)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 28 January 2021

Issue publication date: 6 July 2021




Companies understand the potential to use gamification marketing to facilitate a better connection. However, most endeavours in gamification fail. This study aims to identify the design factors that drive the marketing effectiveness of branded applications (apps) with gamification features.


This study investigates branded apps covering various industries such as hospitality, retail and financial services. A total of 296 respondents were recruited from an online questionnaire platform.


The results show that playability, design aesthetics, goal clarity, incentive provision and symbolic benefits were drivers of consumer–brand engagement, which in turn generated purchase intention, app continuance intention and brand loyalty.


Based on the elemental tetrad model, this study specified relevant factors identified in the literature to represent the technology, aesthetic, mechanical and story elements. The authors contribute to the literature by identifying design factors as drivers of consumer–brand engagement in the branded app context.



Funding: This work was supported by the Ministry of Science and Technology of Taiwan, R.O.C [MOST 107‐2410‐H‐030‐083] and the Shantou University STU Scientific Research Initiation Grant [STF20010].


Tseng, T.H., Hsieh, S.H. and Lee, C.T. (2021), "How gamified branded applications drive marketing effectiveness?", Marketing Intelligence & Planning, Vol. 39 No. 5, pp. 633-648.



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