Game dynamics and the war between social platforms

Abstract

Due to the globalization which generated a towering competitive environment, businesses are seeking for a creative and effective strategy to succeed. Gamification is advertised as an engaging and motivating technique for end-users, customers, patients and learners. Also, social platforms and the role of maintaining lively the company image and brand are increasing its importance. Due to limited research regarding the gamification impact on consumer behaviour, this study aims to investigate and identify the the differences between customers who purchase via Facebook and Instagram when factors, such as game dynamics, are considered. For the research purpose, the independent sample t-test has been performed by using SPSS version 23 and the eta-squared and Cohen's d coefficient has been calculated manually. The results reveal that consumers who purchase via Facebook and Instagram differ regarding the feeling of belonging, advancement and expressiveness induced while purchasing. This research provides insights on the differences regarding social platforms' usage if game dynamics are considered and it enriches the current literature regarding gamification, social platforms' usage and online consumer behaviour. However, further investigation is needed to generalize the results.