Research Articlevolume 2 Issue 5

Abstract  

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 the partial least square structural equation modelling 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.