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• W4210267940 abstract "<sec> <title>BACKGROUND</title> Successful cause-related marketing (CRM) campaigns can help companies stand out from their competitors, however, CRM may not have pleasant outcomes, even if invested substantially. </sec> <sec> <title>OBJECTIVE</title> This research is aimed to investigate how gamified CRM projects influence consumers’ favorability. </sec> <sec> <title>METHODS</title> We introduced three different CRM projects in three studies respectively. Every project was performed in two versions according to the level of gamification and subjects were randomly assigned into these two groups. Additionally, we employed a 2 (gamification: lower, higher) x2 (rules presentation: without visual cues, with visual cues) between-subject design to test the moderation role of rules presentation in gamified CRM projects. </sec> <sec> <title>RESULTS</title> Three studies provided converging evidence that gamified CRM projects can positively influence consumers' enjoyment and their favorability towards the projects. Moreover, our results also showed that in a gamified CRM program, the gamification-enjoyment-favorability effect was moderated by how game rules were presented. When the rules were presented with visual cues, consumers tended to perceive more enjoyment and perform higher favorability than without visual cues. </sec> <sec> <title>CONCLUSIONS</title> Overall, this research contributes to the cause-related marketing literature and suggests gamification is an effective way of managing cause-related marketing campaigns. </sec>" @default.
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• W4210267940 date "2021-12-16" @default.
• W4210267940 modified "2023-09-24" @default.
• W4210267940 title "One Way to Make Cause-Related Marketing Successful: Gamification (Preprint)" @default.
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• W4210267940 doi "https://doi.org/10.2196/preprints.35756" @default.
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