Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/317263 
Year of Publication: 
2024
Citation: 
[Journal:] Organizations and Markets in Emerging Economies [ISSN:] 2345-0037 [Volume:] 15 [Issue:] 2 [Year:] 2024 [Pages:] 216-247
Publisher: 
Vilnius University Press, Vilnius
Abstract: 
Drawing on social exchange theory, this article examines how consumers' engagement with gamified branded mobile apps impacts different aspects of their gameful experience, which comprises accomplishment, competition, challenge, immersion, guidance, playful experience, and social experience. We test the proposed conceptual model by drawing on data collected from 319 adult gamified app users from the emerging market of Pakistan, which was analyzed by using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that consumers' engagement with gamified branded mobile apps in the emerging market context impacts each of the studied gameful experience dimensions, raising important theoretical and practical implications, as discussed in the article's final section.
Subjects: 
gamification
consumer engagement
gameful experience
social exchange theory
gamified mobile apps
branded mobile apps
emerging markets
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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