![]() Recently, some companies have applied gamification to their CRM practices. Gamification is a new and effective way to generate CRM success. It is therefore critical to understand the related predictors so that practitioners can develop CRM activities that will have desirable outcomes. However, CRM may not have pleasant outcomes, even if it receives substantial investment . Successful CRM campaigns can help companies elicit positive attitudes and emotional bonds between them and their customers. Generally, companies undertake cause-related marketing (CRM) as one solution to show their commitment to corporate social responsibility. In addition, the results of Study 3 indicated rules presentation in a gamified CRM program can moderate the indirect effect of gamification on favorability via enjoyment (index of the moderated mediation: 95% CI –1.12 to –0.10 for rules presentation with visual cues: 95% CI 0.69 to 1.40 for rules presentation without visual cues: 95% CI 0.08 to 0.83).Ĭonclusions: Overall, this research contributes to the CRM literature and suggests gamification is an effective way of managing CRM campaigns.Ĭorporate social responsibility practices are currently popular for firms to enable themselves to stand out from their competitors and achieve sustainable performance. Moreover, we found that enjoyment played a mediation role between gamification and favorability ( P<.001) in Study 2. Results: In Study 1, we identified that the highly gamified CRM program induces more enjoyment ( F 1,139=21.11, P<.001) and higher favorability ( F 1,139=14.57, P<.001). 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. Every project had 2 versions according to the level of gamification, and participants were randomly assigned into these 2 groups. Methods: We introduced 3 different CRM projects in 3 different studies. Objective: This research aimed to investigate how gamified CRM projects influence consumers’ favorability. Macau University of Science and TechnologyĮmail: 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. Asian/Pacific Island Nursing Journal 10 articles.JMIR Bioinformatics and Biotechnology 32 articles.JMIR Biomedical Engineering 68 articles.Journal of Participatory Medicine 78 articles.JMIR Perioperative Medicine 89 articles. ![]() JMIR Rehabilitation and Assistive Technologies 201 articles.JMIR Pediatrics and Parenting 279 articles.Interactive Journal of Medical Research 306 articles.JMIR Public Health and Surveillance 1141 articles.Journal of Medical Internet Research 7471 articles. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |