Research On The Impact Of Gamification Marketing Types On Customer-brand Engagement

Gamification marketing refers to the application of game design to the non-game situation of commercial marketing,which promotes or motivates the target audience to make the desired actions.Compared with traditional marketing methods,gamification marketing has many obvious advantages,such as strong experience,high audience participation and so on.Under the background of social media,it is a new field of marketing research,and also points out a new direction for brand marketing.Many Internet companies have begun to try gamification marketing,such as PDD APP launched duoduo orchard,ant forest application launched by Alipay,etc.From the perspective of academic research,the existing research focuses on the direct beneficiaries are customers themselves,with the improvement of consumers' social responsibility awareness,the marketing activities of the direct beneficiaries for charity quietly appear,but few scholars compare and analyze the marketing methods of different beneficiaries.Moreover,most of the qualitative research focuses on the application of gamification marketing in customer and brand management,lack of research on the classification of gamification marketing and its impact results,nor really reveal the mechanism of the impact of gamification marketing affects customer-brand engagement.In order to further improve the existing research on gamification marketing,and help enterprises to use the platform to promote the generation of customer-brand engagement.In this paper,it is divided into egoistic gamification marketing and altruistic gamification marketing depending on different beneficiaries,introducing positive experience and brand identification as mediator variables,and customer self-construal type as regulatory variables.This paper studies the specific mechanism of gamification marketing types on customer-brand engagement,as well as the differences in the results of gamification marketing under the regulation of different types of self-construal.According to the characteristics of the research content,this paperdesigns different scenarios to collect relevant data,then uses spss20.0 to process and analyze the data,and finally draw the main conclusions of this study.The results show that: First,different types of gamification marketing influence positive experience and brand identification,then has an impact on customer-brand engagement.First of all,compared with altruistic gamification marketing,egoistic gamification marketing can bring more positive experience to customers;compared with egoistic gamification marketing,the altruistic can significantly improve brand identity.Then,positive experience and brand identity play an intermediary role in the gamification marketing type and customer-brand engagement.Second,the type of consumer self-construal can modulate the impact of different types of gamification marketing on user positive experience and brand identification.For the independent self-construal individuals,compared with altruistic gamification marketing,egoistic gamification marketing can further significantly enhance the positive experience of customers,but there is no significant difference in brand identification;while for the interdependent self-eonstrual individuals,compared with the egoistic gamification marketing,the altruistic gamification marketing can further significantly enhance the brand identification,and there is no significant difference in positive experience of users.According to the above research conclusion,this study puts forward a series of practical marketing enlightenment in terms of choosing the appropriate type of gamification marketing based on the marketing goal of the brand and the personal characteristics of the consumers,and strengthening the construction of the intimate relationship between the brand and the customers.At the same time,it objectively points out the limitations of this study in the selection of classification criteria,the selection of variables and research methods,and finally puts forward the possible research direction in the future.