%0 Journal Article
%@ 2291-9279
%I JMIR Publications
%V 11
%N 
%P e35756
%T Impact of Gamification on Consumers’ Favorability in Cause-Related Marketing Programs: Between-Subjects Experiments
%A Li,Yanhe
%A Li,Yanchen
%A Zhou,Xiu
%A Ma,Kunshu
%+ School of Business, Macau University of Science and Technology, Avenida Wai Long, Taipa, Macau S.A.R, 999078, China, 86 88972037, ycli@must.edu.mo
%K cause-related marketing
%K gamification
%K enjoyment
%K favorability
%K business
%K marketing
%K gamified
%D 2023
%7 10.1.2023
%9 Original Paper
%J JMIR Serious Games
%G English
%X Background: Successful cause-related marketing (CRM) campaigns can help companies stand out from their competitors; however, CRM may not have pleasant outcomes, even if it receives substantial investment. Objective: This research aimed to investigate how gamified CRM projects influence consumers’ favorability. Methods: We introduced 3 different CRM projects in 3 different studies. Every project had 2 versions according to the level of gamification, and participants were randomly assigned into these 2 groups. Additionally, we used a 2 (gamification: lower, higher) 2 (rules presentation: without visual cues, with visual cues) between-subjects design to test the moderation role of rules presentation in gamified CRM projects. Results: In Study 1, we identified that the highly gamified CRM program induces more enjoyment (F1,139=21.11, P<.001) and higher favorability (F1,139=14.57, P<.001). Moreover, we found that enjoyment played a mediation role between gamification and favorability (P<.001) in Study 2. In addition, the results of Study 3 indicated rules presentation in a gamified CRM program can moderate the indirect effect of gamification on favorability via enjoyment (index of the moderated mediation: 95% CI –1.12 to –0.10; for rules presentation with visual cues: 95% CI 0.69 to 1.40; for rules presentation without visual cues: 95% CI 0.08 to 0.83). Conclusions: Overall, this research contributes to the CRM literature and suggests gamification is an effective way of managing CRM campaigns. 
%M 36626196
%R 10.2196/35756
%U https://games.jmir.org/2023/1/e35756
%U https://doi.org/10.2196/35756
%U http://www.ncbi.nlm.nih.gov/pubmed/36626196