The Impact of Gamification Marketing Activities on User Behavior: A Case Study of Duolingo Social Network Users
Keywords:
Gamification marketing, Hedonic and Utilitarian values, brand love, Users Satisfaction, desirable user behaviors, Duolingo social networkAbstract
Objective: This study aimed to examine the impact of gamification marketing activities on the behavior of Duolingo application users in Iran.
Methodology: The research was applied in nature and employed a descriptive-survey method. The statistical population included Duolingo users in Iran, and sampling was conducted through simple random sampling. Data were collected via a standardized questionnaire with a Cronbach’s alpha of 0.91. The analysis was conducted using confirmatory factor analysis and structural equation modeling (SEM) with SPSS 24 and PLS3 software.
Findings: Gamification marketing activities significantly influenced users’ hedonic and utilitarian values. Both types of perceived value positively affected customer satisfaction, which in turn enhanced brand love. Brand love was found to have significant positive effects on brand loyalty, positive word-of-mouth, and resistance to negative information.
Conclusion: The results suggest that effective implementation of gamification marketing can meaningfully influence user attitudes and behaviors, foster loyalty, and increase brand value. Gamification should thus be considered a strategic tool in digital marketing.
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Copyright (c) 2025 Ellahe Shahabi , Alireza Hossein Pour, Saeed Dehyadegari (Author)
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