Journals Proceedings

Abstract

The rapid growth in the use of location-based gamification by enterprises will provide the motivation for the proposed research. In this research, I first focus on the positive consequences of the incredible growth of this trend, and show that it is worthy of analysis. Second, I attempt to address the negative aspects of the trend by examining the questions raised and difficulties encountered when enterprises use location-based gamification. Third, I identify the design elements of location-based gamification and define brand experience and brand loyalty. Fourth, I outline hypotheses regarding the relationships between the design elements of location-based gamification and brand experience, and between brand experience and brand loyalty. The objective of the proposed research is to help enterprises to better understand the use of location-based gamification to enhance brand experience and brand loyalty