Gamification: Explaining Brand Loyalty in Mobile Applications

Pages: 62 - 81
Published: Mar 31, 2021
Abstract
Gamification is one specific way to increase mobile app users’ brand loyalty. We propose that the frequency with which one uses immersion-, achievement- and social-related features relates to brand loyalty. To provide empirical evidence for this proposal, we obtained quantitative data from surveying 243 users on the mobile application Duolingo and conducted a fuzzy-set qualitative comparative analysis (fsQCA). We found that users need to...
Paper Details
Title
Gamification: Explaining Brand Loyalty in Mobile Applications
Published Date
Mar 31, 2021
Pages
62 - 81
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