Building Consumer-Brand Engagement through Gamification in Marketing Communications

In terms of increasing non-price competition, companies have to not only attract new customers, retain existing ones, but also involve them in their brand and raise customer engagement. There are various strategies and tools for engaging consumers one of which is gamification. The aim of the research is to is to identify the criteria for evaluating the effectiveness of gamification contribution to the engagement in the brand and the development of recommendations for its use on the basis of studying the experience of the gamification usage. The descriptive statistics and regression analysis based on the self-made survey will be used in order to investigate this issue. In the regression model effectiveness of gamification is the dependent variable while mechanics, dynamics, emotions, prizes, advertisement, sex, income variation, employment and age are independent variables. In regression we expect strong positive correlation between effectiveness of the gamification and mechanics, dynamics and emotions. In order to set recommendations and prove that cognitive, affective and conative aspects of gamification when used all together increase its effectiveness the expert interviews were conducted.