Utilitarian and Hedonic Values of Gamification and Their Influence on Brand Engagement, Loyalty, Trust and WoM

This research investigated the impact of gamification’s utilitarian and hedonistic measurements on consumer brand engagement, loyalty, and WoM marketing outcomes. The data collection process was carried out in India using online and offline distribution of questionnaires. 231 forms were received, with 22 being eliminated due to inconsistencies, such as the identical answers to all questions, resulting in 209 responses acceptable for the research. PLS-SEM with using SEMinR, the hypotheses were tested. Results indicate that hedonic values are more successful in changing customer behaviour rather than utilitarian; the findings show that hedonic value exists in components that lead to brand loyalty and word-of-mouth. The study highlights the mediation effect of brand engagement, implying that while brand engagement is a required element for brand loyalty, it may be indifferent to achieving word-of-mouth. Brand engagement is more significant in promoting WoM than brand loyalty.