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Impact of Gamification on Brand Loyalty: Exploring the Mediating Role of e-WOM
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Author(s): Rukshar Rukshar (Jamia Millia Islamia, India), Anam Khanam (Jamia Milia Islamia, India), M. D. Sajjad (Jamia Milia Islamia, India)and Sarita Nagvanshi (New Delhi Institute of Management, India)
Copyright: 2025
Pages: 20
Source title:
Addressing Practical Problems Through the Metaverse and Game-Inspired Mechanics
Source Author(s)/Editor(s): Garima Malik (Birla Institute of Management Technology, India), Dharmendra Singh (Modern College of Business and Science, Oman)and Rohit Bansal (Rajiv Gandhi Institute of Petroleum Technology, India)
DOI: 10.4018/979-8-3693-8886-0.ch004
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Abstract
This research seeks to examine the impact of gamification on brand loyalty through mediating the role of e-WOM. Data was collected from 287 individuals who frequently use online e-commerce platforms and are acquainted with mini-games like quizzes, spin-wheels, and task completion. through both online and offline questionnaires. The collected data were then analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM), utilizing the Smarts PLS 4 software. The findings of this study reveal a significant positive relationship among gamification and brand loyalty and e-WOM. Additionally, the results support the mediating role of e-WOM in the relationship between gamification and brand loyalty. The study employed cross sectional data which limits generalization. Primary data was collected with the help of a questionnaire which could lead to inaccurate results. Moreover, the study investigated the impact of gamification as a whole variable instead of examining their individual impact such as points, badges, and leaderboards.
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