The Effectiveness Of Gamification Marketing To Elevate User Engagement In E-Wallet Apps: The Case Of Momo
Abstract
With the advancement and contribution of e-wallets to the development of the Vietnamese economy, gamification has served a prominent role in keeping users engaged with the apps. Given the self-system framework of motivational affordances, this key paper’s objective is to study how gamification, specifically MoMo Lac Xi 2022 in this case, may prompt customer engagement with the app and create additional benefits for the business growth. A quantitative approach was applied to aggregate users’ perceptions about the effect of Lac Xi 2022 on their perceptions of MoMo in general. Data from 405 real users who played MoMo Lac Xi 2022 was scrutinized using PLS. The outcomes revealed that gamification is in line with customer engagement by fulfilling the demands for proficiency, freedom, and association. Customer
retention results in better signs of continued usage intent, fosters brand advocacy and leaves positive reviews. Eventually, this research provides a better lens for academic scholars and business marketers to tailor the best-fit strategies to build up gamification as an effective tactic to enhance user engagement with the app.