GAME ON: GAMIFICATION AND MARKETING IN THE CONTEXT OF HEALTH, FITNESS AND WELL-BEING

Purpose: This study is intended to evaluate gamification in a marketing context and analyse the different perceptions: - usefulness; - ease of use; - social influence and satisfaction and - engagement and attitude towards the brand, of health, fitness and wellbeing gamified applications users. Methodology: We designed structured a questionnaire based on studies defined in the literature, in order to understand the different dimensions and perceptions related with the gamification. The methodology combined multiple-choice questions with predefined answers and open-ended questions, offering respondents the possibility to choose and rank several sensitivities. Regarding the research model, was established the hypotheses based on the literature analysis under study and their respective associations. Findings: The results analysis was carried out according to a reliability analysis, factorial analysis and using multiple linear regression. The statistical analysis results demonstrate that usefulness, ease of use, social influence and satisfaction have an influence on the gamified applications user's perception. Regarding brand engagement, is influenced by emotional, cognitive, and social involvement, however there is no association with user's perception. Additionally, can be concluded that the attitude towards the brand of gamified applications users in the context of health, fitness, and well-being, is influenced by the brand engagement and user global perception. Originality/value: The study has as added value the possibility for brands to recognize the dimensions valued by gamified applications users, that have assumed an increasing role in the market, in order to develop their service marketing with a main focus on these variables, thus exploring the brand value and its relations with users. Research limitations: There are two major limitations in this study that could be addressed in future research. First, the study focused on a limited study field, in the context of health, fitness and well-being and gamification is become more generalized and exploited by brands. Second this study presents as a possible limitation the questionnaire sample size, which may eventually limit the results generalization for other gamification environments.