Mobile applications (apps) take advantage of gamification features to increase users’ brand equity in terms of brand awareness and loyalty. Previous research has shown that individuals use three types of gamification features: immersion-, achievement- and social-related features. We base on that knowledge and provide empirical insights into how the use frequency of these three types of gamification features relates to high brand equity. We base on a quantitative study of 150 users of the mobile app Duolingo, apply a fuzzy-set qualitative comparative analysis (fsQCA) and suggest three ways how the frequency of using the three types of gamification features relates to high brand equity. The results show that there is one way in which the user frequently uses two types of features and there are two ways in which the user uses one type feature frequently and uses a second type of feature seldom. We contribute to gamification literature by revealing that there is an interplay of the three types of gamification features and to mobile app research by showing how gamification features relate to high brand equity. We also guide practitioners on how to identify users at risk to discontinue and reduce the customer churn.
Mattke, Jens and Maier, Christian, "Gamification: Feature-Rich Mobile Applications, Brand Awareness And Loyalty" (2020). In Proceedings of the 28th European Conference on Information Systems (ECIS), An Online AIS Conference, June 15-17, 2020.
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