The Influence of Gamified Marketing Types on Brand Identity of Time-honored Enterprises in Shaanxi Province
The goal of gamified marketing is to attract consumers'interest in the brand with interesting content that consumers can become familiar with the brand,pay attention to the brand,and generate consumption behavior through games.From the perspective of gamified marketing types,this paper uses experimental research method to analyze the influence of gamified marketing types on consumers'brand identity of time-honored enterprises in Shaanxi Province,as well as the mediating effect of self-determination on brand identity and the moderating effect of consumers'game participation.The results show that:Firstly,direct competitive gamification can stimulate brand identity more than indirect competitive gamification.Secondly,self-determination plays a mediating role in the influence of gamified marketing types and customer brand identity.Thirdly,game participation plays a moderating role in the effect of gamified marketing on brand identity of time-honored enterprises in Shaanxi Province.Specifically,consumers have a stronger sense of brand identity in direct competitive gamified marketing when consumer engagement is low,compared to high engagement.The result of the research would make contributions to the enrichment of theory and the guidance of application of the gamified marketing in practice.
万方数据
维普
