The effectiveness of gamification and personalization strategies in the stage of entering into an online relationship with a prospect

L'efficacité des stratégies de gamification et de personnalisation dans la phase d'entrée en relation en ligne avec un prospect

Elodie Jouet (), Abdelmajid Amine () and Pauline de Pechpeyrou ()
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Elodie Jouet: IAE Paris Est Créteil - Institut d'Administration des Entreprises - Paris Est Créteil - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Abdelmajid Amine: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Pauline de Pechpeyrou: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: Very little research has focused on the initial contact with a prospect. Yet this first encounter between a brand and a prospect is crucial to the consumer's long-term commitment to the relationship. A between-subject experiment tested the effectiveness of two levers of entering into an online relationship with a prospect - personalisation and gamification - in encouraging the prospect's attitude towards the brand and his/her intention to continue the relationship with the brand. Compared to the "classic" version of the website, personalisation and gamification significantly increased the entertainment and relevance associated with this first contact with the brand. They also led to an increased level of perceived intrusiveness, without any impact on attitude towards the brand. Finally, personalisation proved to be a more effective technique than gamification for increasing commitment towards the brand.

Keywords: lead generation; relationship marketing; gamification; personalization; between-subjects experiment (search for similar items in EconPapers)
Date: 2025-01-23
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Published in International Marketing Trends Conference, Jan 2025, Venise (IT), Italie

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04901770

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