Impact of Gamification on Consumers' Favorability in Cause-Related Marketing Programs: Between-Subjects Experiments.

ABSTRACT:

Background

Successful cause-related marketing (CRM) campaigns can help companies stand out from their competitors; however, CRM may not have pleasant outcomes, even if it receives substantial investment.

Objective

This research aimed to investigate how gamified CRM projects influence consumers' favorability.

Methods

We introduced 3 different CRM projects in 3 different studies. Every project had 2 versions according to the level of gamification, and participants were randomly assigned into these 2 groups. Additionally, we used a 2 (gamification: lower, higher) 2 (rules presentation: without visual cues, with visual cues) between-subjects design to test the moderation role of rules presentation in gamified CRM projects.

Results

In Study 1, we identified that the

SUBMITTER: Li Y 

PROVIDER: S-EPMC9947917 | biostudies-literature | 2023 Jan

REPOSITORIES: biostudies-literature