Augmented Reality-Enabled Instagram Game Filters: Key to Engaging Customers

The gamification concept is rapidly grabbing attention of different sectors in the current competitive business ecosystem. Companies are amalgamating game elements to enrich customer enhancement. However, empirical studies incorporating Augmented Reality (AR) elements in the same are lacking. Theref...

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Bibliographic Details
Published in:Journal of promotion management 2022-05, Vol.28 (4), p.467-486
Main Authors: Sinha, Mudita, Srivastava, Mallika
Format: Article
Language:English
Subjects:
Augmentation
Augmented reality
Brand loyalty
Brands
customer brand engagement
Customers
Decision making
game filters
gameful experience
gamification
Generation Z
Loyalty
New technology
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Summary:The gamification concept is rapidly grabbing attention of different sectors in the current competitive business ecosystem. Companies are amalgamating game elements to enrich customer enhancement. However, empirical studies incorporating Augmented Reality (AR) elements in the same are lacking. Therefore, main objective of this research is to inspect elements of AR, impacting the customer brand engagement in game filters of Instagram. Drawing on S-D Logic the authors aim to explore the impact of gameful experience on creating customer engagement. The capability of Customer Brand Engagement (CBE) to influence Brand Satisfaction (BS) and Brand loyalty (BL) is also explored in the study. Convenient sampling method was adopted to gather 458 responses from Gen Z in India. Responses were gathered using self-administered questionnaire. Findings of the study expand CBE literature to a new technology and refines knowledge of relationship between AR and preexisting CBE dimensions (affective, cognitive and activation), leading to BS and BL. This study has some implications for managerial decision making in creating resilient and long-term relations with customers.
ISSN:1049-6491
1540-7594
DOI:10.1080/10496491.2021.2008577