Can Gamification Define Consumers' Response Toward Brands? Examining the Impact of Gamified Health and Fitness Applications on Purchase Intention

The ultimate goal of any brand is to get positive responses from customers both emotionally and behaviorally for its marketing activities. This study examined how gamified interactions on health and fitness applications impacted consumers' purchase intentions and assessed the role of positive emotions and brand engagement in developing this relationship. Data were collected from users of health and fitness apps through a self-administered questionnaire and analyzed using partial least square structural equation modeling technique. The findings suggest a strong indirect relationship between gamification and purchase intention. The study also found positive emotions and brand engagement to be significant sequential mediators of the gamification-purchase intention relationship.