Game your Brand: Motivation von Konsumenten und Konsumentinnen zur Erstellung von Selfies mittels Gamification

  • Natascha Trbara

Student thesis: Master's Thesis

Abstract

Selfies as a type of user-generated-content have become a big part of social media in today's society, providing insight into everyday life. They bring many advantages for companies, especially in the area of marketing. Brand-Selfies, which focus on a brand, promote engagement and influence purchase intentions. They show the connection between a band and consumers and can therefore promote the image in social media. In this context, the area of gamification also identifies itself as an effective strategy in marketing. This attempts to influence the behaviour of consumers to motivate them to perform a certain activity. Both areas therefore prove to be efficient marketing strategies that can influence consumer motivation. In the literature, numerous studies can be identified in relation to various gamification approaches that have delivered positive results. Regarding brand-selfies, research shows little evidence. This study summarised the findings from the literature and aims to find out how gamification can increase the intention to create a brand-selfie. The literature revealed several motives for creating a brand-selfie and numerous gamification approaches. It was found that the motivation to create a brand-selfie is primarily extrinsic. This approach was used in relation to the selection of gamification approaches. Numerous classification methods of gamification were identified in the literature and explained in this paper. In order to find out how gamification can increase the intention to create a brand-selfie, Werbach and Hunter’s classification model was used. Specifically, the two approaches challenges and competitions were analysed in relation to the motivational factors of social recognition and material incentives. For this purpose, an online experiment was conducted to find out which of the two approaches is more efficient. The result of the empirical study (n =123) shows no significant results in a direct comparison of the two gamification approaches. Accordingly, it was not possible to determine which of the two approaches can increase the intention to create a brand-selfie. Nevertheless, it was recognised that both the extent of social recognition has a positive effect on participation in a challenge and the material incentives in relation to competitions deliver beneficial results. These results provide valuable insights for the design of both gamification approaches in order to target consumers.
Date of Award2024
Original languageGerman (Austria)
SupervisorWolfgang Jonas Weitzl (Supervisor)

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