Young Consumers: Volume 22 Issue 3

Guest editorial

Abhishek Behl, Justin Zuopeng Zhang

Gamifying OTT: a study on consumer attitudes toward game elements and OTT media service provider brands in gamification

Caroline S.L. Tan

The purpose of this study is to examine consumer attitude toward gamification in the context of over-the-top (OTT) media service. The particular focus of this paper is on game…

How over-the-top (OTT) platforms engage young consumers over traditional pay television service? An analysis of changing consumer preferences and gamification

Mayank Sadana, Dipasha Sharma

This paper aims to analyse how the top over-the-top (OTT) platform is becoming a preferred source of entertainment amongst young consumers over traditional Pay TV service (Cable…

Do gamified elements affect young people’s use behaviour on consumption-related mobile applications?

Edmund Wut, Peggy Ng, Ka Shing Wilson Leung, Daisy Lee

This study aims to investigate whether gamified elements affect the use behaviour of young people (between age 12 and 25 years) on consumption-related mobile applications.

Examining the importance of gamification, social interaction and perceived enjoyment among young female online buyers in India

Prashant Raman

The current research has dual motives. Firstly, this study aims to evaluate the effect of gamification on the behavioural intention (BI) of the young female consumers to use…

A preliminary investigation of gamification from the young consumer’s perspective

Danielle Hass, Ashley Hass, Mathew Joseph

Over the past decade, gamification’s popularity has broadened into many industries and has become embedded in consumers’ lives. As privacy protection and how firms utilize users’…

Mobile health (mHealth) application loyalty in young consumers

Manjari Soni, Kokil Jain, Isha Jajodia

The emergence of mHealth applications has led to the rise of health-based services delivered over smartphones. Younger people are often found to be more innovative toward…

Gamification in banking: a review, synthesis and setting research agenda

Shilpa Chauhan, Asif Akhtar, Ashish Gupta

The objective of this paper is to explore and extend the existing literature on the use of gamification in banking.

The e-learning persuasion through gamification: an elaboration likelihood model perspective

Nirma Sadamali Jayawardena

The purpose of this theoretical paper is to introduce a conceptual model to investigate e-learning persuasion through gamification elements using the social psychology theory of…

Gamification of financial applications and financial behavior of young investors

Abhinav Pal, Kavita Indapurkar, Kriti Priya Gupta

This study aims to investigate the moderating role of gamification on the relationship of financial attitude (FA), financial self-efficacy (FSE) and financial planning activity…