GAMIFICATION INTERACTION FEATURES IN LANGUAGE LEARNING APPS, BRAND ENGAGEMENT, AND BRAND-CONSUMER RELATIONSHIP QUALITY

Abstract

Gamified interactions are extensively used in Language learning apps to make learning languages easier. Gamified interactions are the result of the game-like feature being used to co-create compelling experiences. However, there exists a lack of empirical studies on the efficiency of gamified interaction on brand engagement and brand relationships, which are the main constructs for assessing the métier and worth of the brand in the contemporary framework of language learning apps. The current study aims to fill the research gap by exploring the associations between gamified interaction features in Language learning apps, brand engagement, and brand-consumer relations quality parameters, namely Trust, Commitment and Satisfaction. The proposed conceptual model was validated utilizing the Partial least squares (PLS) structural equation model (SEM) with SmartPLS, using data collected from 152 respondents in March 2022 through an e-questionnaire. The findings showed that interacting with gamified achievement features influenced brand engagement positively and significantly; absorption and social interactions had a minor positive but negligible influence on brand engagement. Brand engagement exerted an affirmative substantial influence on Brand Trust, Commitment, and Satisfaction. Trust has a strong influence on Commitment; Commitment has an affirmative effect on brand satisfaction. These findings imply that gamified interactions may positively influence brand engagement and enhance brand-consumer relations quality in the context of Language learning apps. The theoretical and practical implications were discussed.