(The Effect of Gamificition on Brand Engagement and Brand Loyalty: A Research on Bursa Provience)

Abstract

Purpose – GSM operators are turning to gamification applications as a strategic move in order to realize customer engagement and build brand loyalty. In this study, it is aimed to investigate the relationship between gamification, brand engagement and brand loyalty. Design/methodology/approach – Quantitative research methods were used in the study. 415 participants residing in Bursa were reached in November 2019. They were provided to participate in the online survey. A questionnaire was prepared to obtain the data set. It was used Eisingerich et al. (2019)'s study for the scale of the gamification variable; Xi and Hamari (2020)’s study for the scale of brand engagement and loyalty variables. Survey data were analyzed with SPSS 23.0 program. Findings – It is reached that gamification affects brand engagement (%52,5); gamification affects brand loyalty (%27,8); and brand engagement affects brand loyalty (48,5). Some advantages of gamification are relatively more important customers to use these applications. Besides, GSM sector in Turkey has an oligopolistic structure and so GSM operators offer similar products to customers with close strategies. These reasons caused the low level of participation of customers to statements about brand loyalty. Discussion – The findings obtained support the literature. Brands can increase their engagement through gamification applications. These emotional, cognitive and social engagement with customers provide advantages to brands and affect their brand loyalty. This result has been reached in the analysis results.