Author
Listed:
- Raouf Ahmad Rather
- Shakir Hussain Parrey
- Rafia Gulzar
- Shakeel Ul Rehman
Abstract
While insight into gamification, customer brand engagement (CBE), and co-creation is rapidly increasing, little remains known about the relationship of these, and related concepts, as thus investigated in this study. Rooted in service-dominant logic and protection motivation theory-informed perspectives, this study develops and tests a model which investigates the effects of destination brand-based gamification on CBE, co-creation, loyalty and positive word-of-mouth (WOM) during pandemic. This study also investigates the potentially moderating role of protection motivation and psychological fear in affecting these associations. To explore these issues, we collected tourist-based survey data using PLS-SEM analysis. Our findings suggest that gamification positively impacts CBE, co-creation, loyalty and WOM. Second, our findings confirm the CBE’s differing effects on co-creation, loyalty and WOM. Third, results revealed the gamification’s indirect effect on co-creation, loyalty and WOM, as mediated through CBE. Further, findings verify a reciprocal relationship between loyalty and CBE, which has not been reported in existing studies. Finally, our analyses revealed a significant-positive moderating role of protection motivation and significant-negative moderating effect of psychological fear in proposed associations. This study offers key theoretical and practical implications to marketing literature with valuable suggestions for destination brand managers during pandemic.
Suggested Citation
Raouf Ahmad Rather & Shakir Hussain Parrey & Rafia Gulzar & Shakeel Ul Rehman, 2023.
"Does gamification effect customer brand engagement and co-creation during pandemic? A moderated-mediation analysis,"
Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 33(2), pages 285-311, April.
Handle:
RePEc:taf:jgsmks:v:33:y:2023:i:2:p:285-311
DOI: 10.1080/21639159.2022.2083000
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