PROMOTING GAMIFICATION-BASED MARKETING COMMUNICATION STRATEGIES TO ENHANCE CONSUMERS’ IMMERSIVE EXPERIENCE THROUGH HYBRID DIGITAL MEDIA INTEGRATING AUGMENTED REALITY AND 3D ANIMATION
DOI:
https://doi.org/10.55003/JIE.24304Keywords:
Gamification, Hybrid digital media, Augmented reality, 3D Animation, Immersive experienceAbstract
The develop hybrid digital media integrating augmented reality (AR) and three-dimensional (3D) animation to support gamification-based marketing communication strategies that enhance consumers’ immersive experience. A four-phase research design was employed: Phase 1 investigated the process for promoting gamification-based marketing communication to strengthen immersive consumer experience using AR- and 3D-enabled hybrid media; Phase 2 developed the hybrid digital media; Phase 3 evaluated consumers’ immersive experience when using the media; and Phase 4 derived practical guidelines for strategy promotion. The sample comprised 400 consumers with experience using digital media, selected via multistage sampling from five regions of Thailand. Research instruments included the AR- and 3D-based hybrid digital media and an immersive experience assessment scale. Data were analyzed using the mean and standard deviation. Results indicate that the promotion process consists of six steps: (1) defining marketing and consumer experience objectives; (2) analyzing the target audience and user context; (3) designing gamification mechanics; (4) developing hybrid digital media (AR & 3D); (5) implementing communication and experience; and (6) monitoring, evaluation, and improvement. The developed process was rated as highly appropriate (M=4.60, SD=0.59). The hybrid media achieved very high content quality (M=4.75, SD=0.44) and very high technical presentation quality (M=4.80, SD=0.40). Consumers’ overall immersive experience while using the media was at a very high level (M=4.67, SD=0.65), consistent with the study hypothesis. The resulting guidelines comprise four dimensions: (1) consumer and market context analysis; (2) gamification strategy design; (3) hybrid digital media production; and (4) optimization and strategic scaling.
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