research-article

How hand gestures influence the enjoyment in gamified mobile marketing

Authors:

Quansheng WangAuthors Info & Claims

Volume 127, Issue C

Pages 169 - 180

https://doi.org/10.1016/j.ijhcs.2018.09.010

Published: 01 July 2019 Publication History

Highlights

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Two types of hand gestures—surface vs. motion gesture are investigated.

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Effects of gestures on enjoyment of marketing games are contingent on object visual presentation and reward setting.

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Surface gesture fits better with product picture and affects the enjoyment through mental simulation.

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Motion gesture interacts with reward uncertainty to impact the enjoyment through perceived control.

Abstract

With the rapid development of mobile technologies, gamification has been deployed pervasively on mobile platforms as an effective marketing tool. In this study, we focus on how mobile gesture technology influences consumer enjoyment of mobile marketing games by examining two types of hand gestures: surface and motion gestures. Considering the characteristics of hand gestures and embodied cognition theories, we propose that hand gestures influence the enjoyment of mobile marketing games with two other game elements: object visual presentation and reward setting. Specifically, the interaction between surface gesture (vs. motion gesture) and the object visual presentation of a real product picture (vs. symbolic brand logo image) leads to greater enjoyment of marketing games through mental simulation. Similarly, the interaction between motion gesture (vs. surface gesture) and reward setting of uncertainty (vs. certainty) leads to greater enjoyment of marketing games through perceived control. Three online experiments are conducted to support the proposed hypotheses. Results provide implications for marketing practitioners that hand gesture design should be aligned with congruent object visual presentation and reward setting in order to enhance consumer enjoyment of mobile marketing games. This study contributes to the extant literature of gamification, as well as human-computer interaction.

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Sun ZWang SLiu CMa X(2022)Metaphoraction: Support Gesture-based Interaction Design with Metaphorical MeaningsACM Transactions on Computer-Human Interaction10.1145/351189229:5(1-33)Online publication date: 20-Oct-2022
https://dl.acm.org/doi/10.1145/3511892
Segundo Díaz RRovelo Ruiz GBouzouita MConinx K(2022)Building blocks for creating enjoyable games—A systematic literature reviewInternational Journal of Human-Computer Studies10.1016/j.ijhcs.2021.102758159:COnline publication date: 1-Mar-2022
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How hand gestures influence the enjoyment in gamified mobile marketing

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cover image International Journal of Human-Computer Studies

International Journal of Human-Computer Studies Volume 127, Issue C

Jul 2019

225 pages

ISSN:1071-5819

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Elsevier Ltd.

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Academic Press, Inc.

United States

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Published: 01 July 2019

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Cited By

Tian H(2022)Brand Marketing Leveraging the Advantage of Emoji Pack Relying on Association Rule Algorithm in Data Mining TechnologyComputational Intelligence and Neuroscience10.1155/2022/35112112022Online publication date: 1-Jan-2022
https://dl.acm.org/doi/10.1155/2022/3511211
Sun ZWang SLiu CMa X(2022)Metaphoraction: Support Gesture-based Interaction Design with Metaphorical MeaningsACM Transactions on Computer-Human Interaction10.1145/351189229:5(1-33)Online publication date: 20-Oct-2022
https://dl.acm.org/doi/10.1145/3511892
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Rapp AHopfgartner FHamari JLinehan CCena F(2019)Strengthening gamification studiesInternational Journal of Human-Computer Studies10.1016/j.ijhcs.2018.11.007127:C(1-6)Online publication date: 1-Jul-2019
https://dl.acm.org/doi/10.1016/j.ijhcs.2018.11.007

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