Gamification's role in fostering user engagement with healthy food-based digital content
(2024) In Psychology and Marketing 41(1). p.69-85- Abstract
- Though digital platforms (e.g., social media) are often used to promote unhealthy, calorie-dense foods, the dynamics characterizing consumers' engagement with healthy nutrition-based content (e.g., as stimulated trough gamification) on these platforms remains tenuous, warranting further exploration. Addressing this gap, we deploy a qualitative field study and two experiments to show that challenge, a gamification mechanic that relies on rewarding incremental behavioral (e.g., food choice) improvements, shapes consumers' enjoyment of, and engagement with, digital healthy food-based content. Study 1 (n = 95) shows that challenge induces consumer enjoyment, boosting their engagement with healthy food-related digital content. Study 2 (n = 94)... (More)
- Though digital platforms (e.g., social media) are often used to promote unhealthy, calorie-dense foods, the dynamics characterizing consumers' engagement with healthy nutrition-based content (e.g., as stimulated trough gamification) on these platforms remains tenuous, warranting further exploration. Addressing this gap, we deploy a qualitative field study and two experiments to show that challenge, a gamification mechanic that relies on rewarding incremental behavioral (e.g., food choice) improvements, shapes consumers' enjoyment of, and engagement with, digital healthy food-based content. Study 1 (n = 95) shows that challenge induces consumer enjoyment, boosting their engagement with healthy food-related digital content. Study 2 (n = 94) corroborates these findings by revealing a serial mediation effect of gamification-based challenge on consumers' enjoyment of, and engagement with, healthy food-based content. Extending Study 1, we also identify engagement's positive effect on consumers' app reuse intent. Moreover, we identify a moderating role of consumers' stage of change-based action (i.e., readiness to act on their health), which strengthens the association of gamification-based challenge/enjoyment. Overall, the findings substantiate gamification's role in boosting consumers' engagement with digital healthy food-based content. We conclude by deriving pertinent implications from our analyses. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/97cb9838-d77a-4993-9bbe-b2ef7374d7d2
- author
- Charry, Karine ; Poncin, Ingrid ; Kullak, Avreliane and Hollebeek, Linda LU
- organization
- publishing date
- 2024
- type
- Contribution to journal
- publication status
- published
- subject
- in
- Psychology and Marketing
- volume
- 41
- issue
- 1
- pages
- 69 - 85
- publisher
- Wiley
- external identifiers
-
- scopus:85171355671
- ISSN
- 0742-6046
- DOI
- 10.1002/mar.21892
- language
- English
- LU publication?
- yes
- id
- 97cb9838-d77a-4993-9bbe-b2ef7374d7d2
- date added to LUP
- 2023-09-18 09:19:07
- date last changed
- 2024-01-09 15:46:19
@article{97cb9838-d77a-4993-9bbe-b2ef7374d7d2,
abstract = {{Though digital platforms (e.g., social media) are often used to promote unhealthy, calorie-dense foods, the dynamics characterizing consumers' engagement with healthy nutrition-based content (e.g., as stimulated trough gamification) on these platforms remains tenuous, warranting further exploration. Addressing this gap, we deploy a qualitative field study and two experiments to show that challenge, a gamification mechanic that relies on rewarding incremental behavioral (e.g., food choice) improvements, shapes consumers' enjoyment of, and engagement with, digital healthy food-based content. Study 1 (n = 95) shows that challenge induces consumer enjoyment, boosting their engagement with healthy food-related digital content. Study 2 (n = 94) corroborates these findings by revealing a serial mediation effect of gamification-based challenge on consumers' enjoyment of, and engagement with, healthy food-based content. Extending Study 1, we also identify engagement's positive effect on consumers' app reuse intent. Moreover, we identify a moderating role of consumers' stage of change-based action (i.e., readiness to act on their health), which strengthens the association of gamification-based challenge/enjoyment. Overall, the findings substantiate gamification's role in boosting consumers' engagement with digital healthy food-based content. We conclude by deriving pertinent implications from our analyses.}},
author = {{Charry, Karine and Poncin, Ingrid and Kullak, Avreliane and Hollebeek, Linda}},
issn = {{0742-6046}},
language = {{eng}},
number = {{1}},
pages = {{69--85}},
publisher = {{Wiley}},
series = {{Psychology and Marketing}},
title = {{Gamification's role in fostering user engagement with healthy food-based digital content}},
url = {{http://dx.doi.org/10.1002/mar.21892}},
doi = {{10.1002/mar.21892}},
volume = {{41}},
year = {{2024}},
}