Ningqin Li

In the digital age, gamification has emerged as a paramount strategy for strengthening brand–consumer interaction. Despite the fact that existing studies have extensively probed further into its effects on brand communication and sales performance, rare investigations have been reported to throw light upon how gamification features influence consumer experience, brand engagement, and brand loyalty, as well as the potential mediating mechanisms involved. For this reason, this research delved into these correlations by employing structural equation modeling (SEM) grounded in 461 valid responses from consumers familiar with a co-branded gamification campaign between a tea beverage brand and a gaming IP. The results illustrated that immersion, achievement, and social interaction dramatically reinforced consumer experience, which led to brand engagement and, in turn, strengthened brand loyalty. Furthermore, consumer experience and brand engagement both mediated gamification feature effects on brand loyalty. By constructing and validating a generalized model, the current study not only practically expands the gamification literature but also empirically illuminates mechanisms through which gamification features contribute to loyalty formation in co-branded settings.

This research approaches the problem of artificial intelligence chatbot applications from a new perspective. With the development of innovation, many firms are using artificial intelligence chatbots to manage their business and build relationships with their customers. Thus, this study aims to offer bibliometric assessments of the expanding literature about AI chatbot services. We used the VOS Viewer software to analyze the data based on Scopus from 2005 to 2022. We extracted and examined the data from several AI chatbot service bibliometric reviews. Given the data, we form 571 peer-reviewed papers from the journal. After analyzing the data, the researchers found the most influential work, authors, and co-cited authors on AI chatbots. Similarly, the researchers, based on the author’s co-citation analysis and the intellectual structure, distinguish between “computer science”, “chatbot service”, and “digital health”. Computer science is the most critical discipline regarding AI applications.