IMPACT OF GAMIFICATION ON CONSUMER BRAND ENGAGEMENT IN THE TELECOMMUNICATION INDUSTRY IN SRI LANKA

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