Abstract:
1. Introduction
With advancements in technology, the concept of gamification is
increasingly being used worldwide to enhance consumer brand
engagement. Although telecommunication companies in Sri Lanka are also
implementing this concept to boost customer engagement, they have not
yet reached the levels of engagement they had anticipated. The current
study aims to address this gap by examining how gamification influences
consumer brand engagement in the telecommunication industry in Sri
Lanka.
2. Research Methodology
A conceptual framework grounded in the gamification pyramid has been
developed to address the research problem. This framework identifies the
progress, reward, social, and restriction mechanisms of gamification as
independent variables, with consumer brand engagement designated as
the dependent variable. Following the positivist research philosophy and
deductive research approach, 384 individuals with knowledge and prior
experience of gamification initiatives implemented by telecommunication
companies were selected using a purposive sampling technique to collect
data. The hypotheses were tested using multiple linear regression analysis.
3. Findings and Discussion
The findings reveal that the progress, reward, and social mechanisms of
gamification positively influence consumer brand engagement in the
telecommunications industry, with the social mechanism having the
greatest impact. However, the restriction mechanism did not have the
anticipated impact on consumer brand engagement, likely because
consumers in Sri Lanka may prioritize creativity and are less focused on the
complex functionalities offered by gamification.
4. Conclusion and Implications
The study findings offer valuable insights for industry practitioners seeking
to enhance consumer brand engagement through gamification in Sri
Lanka's telecommunications sector. Telecommunication companies should
prioritize effectively implementing these mechanisms to achieve the
desired levels of consumer engagement
