Enhancing user engagement: The role of gamification in mobile apps
Open accessAbstract
Organizations are increasingly making use of gamification to enhance users’ engagement with their mobile apps. However, more research into the mechanisms that facilitate user engagement and its consequences is needed. Drawing on the self-system model of motivational development, this study investigates how gamification might foster user engagement and positive marketing outcomes. Data from 276 users of a mobile gamified app were analyzed using partial least squares regression. The results showed that gamification increases user engagement through satisfaction of the needs for competence, autonomy and relatedness. User engagement, in turn, leads to greater intention to use, disseminate WOM about, and to positively rate, the app. Finally, this study provides a number of theoretical and practical implications that can help developers design more effective gamified mobile apps.
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A single, relatively simple mechanic can generate substantial behavioural and commercial effects.
“Second, the findings demonstrate that a single, relatively simple mechanic can generate substantial behavioural and commercial effects, challenging assumptions that complex multi-element gamification systems are necessary for success.”
From An Experimental Analysis of Gamification’s Impact on Customer Engagement and Retention in Subscription-Based Business Models (2026) · cites this paper as Bitrian et al., 2021
The post-hoc analysis (Section 5.3) links achievement-and-progression elements to continued-use intention, word-of-mouth intention, and app ratings. But the research context (Section 4.1) identifies 12 game elements in the app, grouped into three categories. The paper does not show that a single simple mechanic produces these effects or test whether multi-element systems are necessary. (LLM, conf=0.86)
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- Paula Bitrián is a novice researcher at the Research Group Generés recognised by the Government of Aragón, Spain, and a PhD candidate in the Department of Marketing Management at the University of Zaragoza, Spain. Her research concentrates on the issue of gamification. Her work has been published in journals such as The International Journal of Management Education and European Journal of Management and Business Economics.
- Dr Isabel Buil is a Senior Lecturer in the Department of Marketing Management at the University of Zaragoza, Spain. She holds a PhD in Business Administration. Her research focuses on brand management, consumer behaviour and gamification strategies. Her work has been published in journals such as Journal of Business Research, Journal of Advertising Research, Tourism Management, and Journal of Business Ethics. Isabel is a member of the research group Generés recognised by the Government of Aragón.
- Dr Sara Catalán is Assistant Professor in the Department of Marketing Management at the University of Zaragoza, Spain. She holds a PhD in Business Administration. Her research interests include gamification strategies and consumer behaviour. Her work has been published in journals such as Journal of Business Research, Online Information Review, Computers & Education, British Journal of Educational Technology and Journal of Product and Brand Management. Sara is a member of the research group Generés.
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- Authors
- Bitrián, P., Buil, I., & Catalán, S.
- Affiliations
- Universidad de Zaragoza (ES)
- Corresponding author
- Bitrián, Paula
- Venue
- Journal of Business Research
- Publisher
- Elsevier BV
- Published
- 2021-08
- Volume
- 132
- Pages
- 170-185
- ISSN
- 0148-2963 (ISSN-L)
- OpenAlex
- W3159451509
- Cited by
- 442
- References
- 130
- Citations by year
- 2026: 81 · 2025: 126 · 2024: 97 · 2023: 77 · 2022: 50 · 2021: 9 · 2019: 1 · 2017: 1
- FWCI
- 85.37
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- Journal of Business Research (publishedVersion, cc-by)
- Zaguan (Universidad de Zaragoza) (publishedVersion, other-oa)
- RePEc: Research Papers in Economics (submittedVersion)
- Funders
- European Regional Development Fund
- Government of Spain Ministry of Science, Innovation and Universities
- Government of Aragon
- Topics
- Social Sciences › Psychology › Developmental and Educational Psychology › Educational Games and Gamification
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Keywords
- gamification, mobile application, user engagement, self-determination theory, autonomy, competence, relatedness, satisfaction, intention to use, word of mouth, app ratings
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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