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The more, the merrier? Investigating the distinct and interaction effects of gamification mechanics in corporate sustainability engagement

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  • Lan, Xiaomeng
  • Song, Baobao

Abstract

Gamification has emerged as a popular strategy for corporate customer engagement, particularly in advancing sustainability initiatives. However, research has scarcely examined user-centered sustainability outcomes and corporate-centered business outcomes as well as the interaction effects of multiple game mechanics. Accordingly, this study addresses these gaps through a longitudinal field experiment investigating how engaging with varying numbers of the mechanics (i.e., narrative, feedback, both, or none) influences sustainability-related civic engagement intentions and perceptions of organization–public relationships. Findings reveal that engagement with both mechanics produced stronger positive effects on both outcomes compared with engagement with either one or none. However, the combined effects were additive rather than synergistic, suggesting that while each mechanic contributes independently, their combination does not amplify engagement beyond their individual effects. Additionally, psychological need satisfaction played a mediating role in these effects, with autonomy, competence, and relatedness needs playing different roles in driving sustainability behaviors and corporate relationship perceptions. This study advances the understanding of how gamification can align corporate and societal objectives by revealing the distinct and combined effects of game mechanics and the psychological pathways driving these outcomes. Findings provide actionable insights for businesses aiming to optimize gamification strategies for sustainability engagement.

Suggested Citation

  • Lan, Xiaomeng & Song, Baobao, 2025. "The more, the merrier? Investigating the distinct and interaction effects of gamification mechanics in corporate sustainability engagement," Journal of Business Research, Elsevier, vol. 199(C).
    • Handle: RePEc:eee:jbrese:v:199:y:2025:i:c:s0148296325003364
    DOI: 10.1016/j.jbusres.2025.115513
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    References listed on IDEAS

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