Game On: Enhancing Customer Engagement Through Influencers’ Gamified Messages
研究了影响者发布的游戏化信息如何提升客户对旅游品牌的参与度，发现游戏化信息比传统文本更有效，其机制是心流体验，且对专业影响者和冒险主题效果更佳。
Effective customer engagement with tourism brands is crucial for influencer marketing and can be significantly enhanced through creative and innovative message strategies that capture customer attention. This paper examines the impact of gamified messages—a novel message modality—on customer engagement with tourism brands. The results of the four studies herein show that gamified messages lead to higher customer engagement with tourism brands than traditional text messages, with flow experience identified as the underlying mechanism explaining this effect. Customer engagement, in turn, leads to higher behavioral intentions toward the tourism brand and intentions to follow the influencer. Gamified messages, when employed by specialist influencers and oriented to adventure, are also shown to increase customer engagement with tourism brands. The findings offer insights for tourism brands seeking to enhance customer engagement through influencer marketing.