Designing a Model for Brand Engagement Value Creation through the Integration of Gamification Technology and Explainable Artificial Intelligence (XAI)

Message:
Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:

The objective of this research is to investigate the impact of employing gamification strategies and the explainability of artificial intelligence on brand engagement within social networks. This study is practical in its aims, descriptive and survey-based in its methodological approach, and subscribes to a positivist research philosophy with a deductive reasoning approach. Utilizing a mixed-methods research design, this investigation includes a systematic review of relevant literature coupled with a quantitative analysis of data. In the qualitative component, a meta-analysis of antecedents and consequences of brand engagement on social networks was conducted using CMA 2 software. The quantitative section assessed the impact of a gamification campaign and AI explainability within a food company, before and after the campaign's implementation. Data collected included the number of likes, comments, and replies to each comment, which were analyzed using natural language processing techniques and the BERT algorithm. To predict the effects of these strategies on brand engagement, optimized random forest models were employed, demonstrating their capability to discern complex patterns and enhance predictive accuracy. The results indicated that campaigns utilizing gamification and explainable artificial intelligence significantly increased user engagement, particularly in areas of interaction and the creation of active virtual communities. The analyses conducted revealed a positive influence of gamification on strengthening trust and loyalty towards the brand, as well as the effect of explainability in enhancing customer understanding of content and decision-making processes. This research can provide valuable insights for developing innovative marketing strategies and strengthening brand communications.

Language:
Persian
Published:
Journal of Value Creating in Business Management, Volume:4 Issue: 3, 2024
Pages:
340 to 365
https://www.magiran.com/p2777091  
سامانه نویسندگان
  • Fariz Taherikia
    Corresponding Author (2)
    Assistant Professor business mangement, West Tehran Branch, Islamic Azad University, Tehran, Iran
    Taherikia، Fariz
اطلاعات نویسنده(گان) توسط ایشان ثبت و تکمیل شده‌است. برای مشاهده مشخصات و فهرست همه مطالب، صفحه رزومه را ببینید.
مقالات دیگری از این نویسنده (گان)