Publication Date

Fall 11-23-2020

School

School of Communication

Major

Communication Studies: Advertising and Public Relations

Keywords

gamification, brand loyalty, loyalty program, mobile app, social exchange theory, retail

Disciplines

Advertising and Promotion Management

Abstract

Games are a fun way for humans to spend hours effortlessly motivated to complete tasks and achieve goals. Gamification, the process of applying game features to non-game contexts, produces the enjoyable motivation of games outside of games. According to social exchange theory, gamification motivates by adding value to a user’s experience, which inspires action. Companies can use gamification to build relationships with clients and increase sales. Onboarding, fast feedback, points, levels, badges, and community are particularly effective game features for a brand loyalty program within a mobile application (app). Gamification, informed by social exchange theory, can effectively build brand loyalty over a mobile app; the purpose of this paper is to propose such an app, which can be tested through further research.

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