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Journal of Promotional Communications

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Published

2017-07-20

Issue

Vol. 5 No. 2 (2017)

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Articles

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Exploring Consumer Engagement in Gamified Health and Fitness Mobile Apps

Ellie Goodwin

Tauheed Ramjaun

Abstract

This paper explores how Generation Y engages with gamified health and fitness mobile apps focussing on the popular Nike+ and Fitbit apps. An interpretative approach was adopted whereby ten in-depth interviews were carried out to explore this phenomenon from the perspective of the user. Findings suggest that consumers enjoy receiving intrinsic rewards but these only hold value when players understand the behaviour or activity for why they are being rewarded. It was also found that consumers would welcome social media integration in the gamified apps only if a purpose is clearly identified. Finally, competitive elements, such as leaderboards, points and status, are most likely to enhance consumer engagement but brands need to create opportunities for constructive competition.

Author Biography

Ellie Goodwin

Dr. Janice Denegri-Knott worked in the not for profit sector after completing her undergraduate studies in communication and development at the Universidad Católica Boliviana. Shortly after that she earned a masters in marketing communications from the Bournemouth Media School and went on to gain her PhD from the Business School at the University of Exeter, England. She teaches consumer culture and behaviour at the Bournemouth Media School and is part of the Emerging Consumer Culture Group (ECCG). Her research deals with the structuring of consumption patterns and practices in digital virtual spaces. She has recently co-edited, Digital Virtual Consumption, a collection of essays that deal with these issues. She has published extensively in the field of digital virtual consumption and more recently about marketing and consumer behaviour in emerging economies. She has published in journals like: The Journal of Macromarketing; Consumption, Markets & Culture, Journal of Consumer Culture, Journal of Computer Mediated Communication, Journal of Consumer Behaviour and the Journal of Consumer Policy. She also belongs to the editorial boards of Consumption, Markets & Culture and Marketing Theory. Her paper with Dr. Mike Molesworth mapping out the field of Digital Virtual Consumption was granted a Best Paper Award by the editorial board of Consumption, Markets & Culture. She has also worked with major UK brands on projects dealing with the valuation and capitalization of digital content.

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