Digital transformation portrays a play or ploy for brands: exploring the impact of green gamification as a digital marketing strategy

Abstract

Purpose Rapid development in modern technologies has led to the transformation of global marketing strategies. Concerned stakeholders are also trying to alter the course of sustainable activities to exploit the marketing opportunities available in the digital world. Green gamification platforms have been developed and are being espoused by brands to enhance their image and support the sustainable development entrenched in users’ engagement with international brands. These platforms can transform consumers’ cognitive learning and decisions; however, their probable role is not explored in this context. A framework based on behavioural reasoning theory and value consumption theory is proposed to investigate associations of gamification value, cognitive reasoning factors, engagement and contextual boundary elements. Design/methodology/approach Partial least square structural equation modelling was applied to the data of 413 players, which were collected using a cross-sectional approach from qualified respondents. Findings Results indicate that gamification value inspires consumer engagement, with international brands and augments environmental consciousness; however, it also originates environmental complacency, but complacency does not significantly impact consumer engagement contrary to environmental consciousness. Besides, the interaction of a status-seeking lifestyle supplements environmental complacency and lessens the impression of environmental consciousness. The perceived sustainable image significantly enhances the influence of environmental consciousness towards consumer brand engagement, which is divergent from complacency. Originality/value This study offers implications for brands to utilize the digital uprising of gamification effectively in international markets. It proposes to transform the marketing strategies to bolster consumers’ engagement with international brands through gamification marketing strategies. This can help to achieve sustainable development goals worldwide more effectively.

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