The gamification trend has gained tremendous prominence during the last couple of years in many areas of the business environment. Thanks to advancements in technology, there has been a shift in how organisations market their products. Marketing practitioners are analysing the benefits and potential downsides of implementing game-like, interactive and engaging elements in their marketing. This thesis explores the gamification in a marketing context and applies it to brand loyalty in order to find a potential relationship between the two factors. Gamification can be seen as a new phenomenon, but the term has been prominent for a few years and has gained greater attraction with the rapid advancement of technologies in day-to-day life. By investigating areas such as value- creation, engagement, attitude, behaviour, willingness to pay more, word of mouth, and repurchase intentions, the following research question was created: How does gamification impact brand loyalty in the fashion industry? Through an extensive literature review by connecting theories and data, a conceptual framework to analyse the relationship between gamification and brand loyalty was created. This conceptual framework works as a tool for readers and practitioners to understand the potential effects of gamification on brand loyalty. Data was collected through a quantitative method where a questionnaire distributed. The questionnaire was built through a hypothetical scenario, where the respondents followed a hypothetical purchase journey, which included game-like elements. The findings of the research indicate that gamification has a positive impact on brand loyalty in the fashion industry. The respondents answered and reported a higher level of engagement, satisfaction, and willingness to pay more and recommend the brand when the game-like elements are introduced. Indicating that practitioners and marketers should invest more time and resources in strategies related to gamification to increase brand loyalty. This thesis contributes to the growing trend of gamification and brand loyalty and analyses how individuals act and engage in the further development of game-like and engaging elements. With the help and combination of theoretical frames of departure, previous knowledge through literature, and findings provided by this research, the conclusion is that there is a need for implementing and facilitating resources in gamification. Further research on the effects of gamification is recommended to better understand the short- and long-term effects the new trends might have on the fashion industry as well as other industries.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-226862 |
| Date | January 2024 |
| Creators | Batti, Roni, Tönners, Jim |
| Publisher | Umeå universitet, Företagsekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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