School of Communication
Communication Studies: Advertising and Public Relations
gamification, brand loyalty, loyalty program, mobile app, social exchange theory, retail
Advertising and Promotion Management
Lambie, Amber, "Gamification in Retail Brand Loyalty Mobile Applications" (2020). Senior Honors Theses. 1016.
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.