Impact of Gamification Activities on Luxury Brands

Impact of Gamification Activities on Luxury Brands

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Impact of Gamification Activities on Luxury Brands

Impact of Gamification Activities on Luxury Brands

Qualitative Research methodology

Introduction

Gamification is the process of adding games into the business environment, such as brand marketing and e-commerce product or service promotion, which is currently gaining popularity in most of the e-commerce businesses (Lee & Jin, 2019). The most luxurious branded organization usually has high-quality products and services.

Therefore there is a need to identify new competitive strategies that help in developing a unique competitive strategy that differentiates an organization from similar competitors. In this sense, most luxury brands implement gamification as one of the competing approaches in the market, especially in the China market.

The problem includes identifying the influence of gamification processes on luxury brands. There is multiple research literature that discussion about gamification. For example, Hamari (2015), research reveals that gamification is a process that organizations are currently using to stimulate promotion efficiency and attract more customers for their products and service in the online platform.

Other researches identify the relationship between gamification activities, brand equity, and brand engagement (Xi & Hamari, 2019). Many other studies have also been done concerning the gamification effect or relationship with other different areas. However, non-of the research has combined the significance of gamification to brand development with marketing and consumer behaviour altogether.

Research methodology

The design used to collect data in this methodology includes conducting an online qualitative interview using computer-mediated communication. To allow participant to communicate visually, verbal, and through chat text, this method will form a public Facebook group that invites online shoppers from three main cities’ locations within China.

It will also attract employees from different luxury-brand enterprises in China. Each of the participants will be required to respond to several simple questions in the form of close-ended questionnaires soon after a successful registration.

In addition to this, the platform will also provide room for participants’ discussion to voluntarily respond to any other issues and benefits not covered in the questionnaire. Still, it may be relevant for understanding the relationship between gamification and their shopping or marketing behaviours.

Data collection

In the recruitment process, members are required to provide their real credentials and nationality as well as the current location of residence. The actual name and other private credentials will only be used for registration purposes, and the participants must include nicknames that would be used as the public name in the group.

The real names in the registration process remain confidential between the participant and the researcher and can only be used publicly with the consent of the owner. The participants in the group will be sampled according to their location, and hence there are three primary samples, which include participants from Shenzhen, Shanghai, and Hong Kong.

Data analysis

The research methodology will also include a systematic data analysis approach to evaluate data collected for participants from the three cities (that is Shenzhen, Shanghai, and Hong Kong). In this sense, the participant’s data for analysis can be selected randomly among the three cities. The randomly chosen members are farther picked using every nth position.

The data provided by the nth position will analyzed according to response to the questionnaires and the contributions in group discussion chats. All the importance detail identified in the discussion will be added to the data defined in response to the questionnaire. If the discussion is outside the scope of the research, this information will be disregarded or used for farther research to avoid bias information that may affect the result in this research.

To identify and understand the influence of gamification activities, the researcher will explore its significance to different luxury branded organizations. Moreover, the research will also explore the development prospect under gamified marketing such as how gamification help organization to adopt to trending technology, how it increases market share and how it helps in the development of unique and competitive marketing strategy.

The analysis procedure will evaluate the influences/effect using nominal data scaling to luxury brands/marketing as well as the relationship between gamification and consumer behaviour. The data will be tested using the chi-squared test. The diagram below shows a timetable for the research and the crossing of each bar with others identifies the interaction between each activities to be out.

1. Research about the problem
2. Planning and selecting a research methodology
3. Data collection process
4. Data analysis process
5. Recording the results and giving a conclusion

Development plan

Because of the process, I believe that it will be easier to go through the research process, the planning/ selection process, and the data collection process since these are not new areas to me. Additionally, a significant part of the data analysis process will also be easy to go through.

However, I need to prepare more no data test since the chi-square test is a new approach in my research studies. During my overview research about this testing approach, I have identified several areas that need I should clearly understand before it into practice. To develop the necessary result, I intend to incorporate learning more about the chi-square testing approach during the problem research process and planning/research selection method.

My development plan includes first under the concept of the chi-square test and how it fits with my research and my data type. After clearly verifying that I will provide well with the study, I will also look at areas which a need to take precaution about while using the test approach.

The next development process includes understanding the benefits of using this test method, its degree of flexibility, learning how to use its statistical formula, and finally developing a model that fits accurately with the data in my research.

References

Hamari, J. (2015). Gamification-motivations & effects.

Lee, J. Y., & Jin, C. H. (2019). The role of gamification in brand app experience: The moderating effects of the 4Rs of app marketing. Cogent Psychology, 6(1), 1576388.

Samuels, P. (2019). PhD Proposal Writing Course: Session 11: Managing your research.

Xi, N., & Hamari, J. (2019, January). The relationship between gamification, brand engagement, and brand equity. In Proceedings of the 52nd Hawaii International Conference on System Sciences.

RUBRIC
Excellent Quality 95-100%	Introduction 45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.		Literature Support 91-84  points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.			Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score 50-85%	40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.		83-76  points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.			52-49  points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality 0-45%	37-1 points The background and/or significance are missing. No search history information is provided.		75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.			48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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