Exploring Consumer Engagement in Gamified Health and Fitness Mobile Apps.

Goodwin, E. and Ramjaun, T. R., 2017. Exploring Consumer Engagement in Gamified Health and Fitness Mobile Apps. Journal of Promotional Communication, 5 (2), 176 - 190.

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Abstract

This paper explores how Generation Y engages with gamified health and fitness mobile apps focussing on the popular Nike+ and Fitbit apps. An interpretative approach was adopted whereby ten in-depth interviews were carried out to explore this phenomenon from the perspective of the user. Findings suggest that consumers enjoy receiving intrinsic rewards but these only hold value when players understand the behaviour or activity for why they are being rewarded. It was also found that consumers would welcome social media integration in the gamified apps only if a purpose is clearly identified. Finally, competitive elements, such as leaderboards, points and status, are most likely to enhance consumer engagement but brands need to create opportunities for constructive competition.

Item Type:Article
Uncontrolled Keywords:Gamification;Brand Engagement; Theory of Flow; Mobile Apps
Group:Faculty of Media & Communication
ID Code:29691
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:12 Sep 2017 13:20
Last Modified:12 Sep 2017 13:20

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