The Relationship between Gamification and Brand Co-creation with the Mediation of a Sustainable Business Model in Platforms

The purpose of the present study is to show the extent to which brand co-creation on platforms is influenced by gamification and sustainable business model. The statistical population of this study includes 114 Iranian and foreign platforms and the statistical sample include 88 platforms based on Alexa ranking. Structural equation modeling and SMART-PLS3 software were used to analyze the data. The results indicate that gamification has a positive and significant effect on brand co-creation. According to studies, the mediating effect of a sustainable business model on the relationship between gamification and brand co-creation was confirmed. Consequently, using gamification tools on platforms can help consumers to take part in brand co-creation. Platforms and companies or organizations that have a platform business model can use gamification design to encourage their consumers to take part in brand co-creation. Indeed, this gamification through the creation of a sustainable business model can play a greater role in brand co-creation.