Points for Posts and Badges to Brand Advocates: The Role of Gamification in Consumer Brand Engagement

Gamification became a new attractive way to strengthen relations with consumers for companies and brands. Companies apply different gamification techniques to increase consumer brand engagement. The paper covers the concepts of gamification, the flow state, as well as consumer brand engagement. The assumptions about gamification impact on consumer brand engagement were tested empirically through quantitative analysis of data collected with online questionnaire carried out in Lithuania. Results show a weak but positive relation between gamification and consumer brand engagement. A more integrative method for data analysis, such as structural equation modeling, should be used to assess the model still. The topic could be researched in future with regard to cross-cultural differences, different player types, and different levels of gamification.