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Positive Affecter and the Path to Green Gamified Banking: Unveiling the Mediation effect of E-banking Services

Obaid ul Rehman et al.

Review of Marketing Science2025https://doi.org/10.1515/roms-2024-0154article
AJG 1ABDC C
Weight
0.41

What the paper says

Abstract Gamification in e-banking has been on the rise, but its research under the prism of sustainability is still unexplored. The study addresses this gap by collecting data from a survey of 264 participants using Partial Least Squares Structural Equation Modeling (PLS-SEM), aiming to investigate positive affectors such as enjoyment, engagement and motivation effecting green gamified banking. The results showed that enjoyment positively affected e-banking usage and green gamified banking adoption. Engagement, especially in green gamified banking, emphasized users’ emotional involvement and significantly affected sustainable behavior, with high activity levels propelling environmentally sound actions. Motivation led to higher e-banking usage and adoption of sustainable practices, emphasizing the motivating force behind these behaviors. Moreover, e-banking services served as mediators, intervening to create positive experiences of green gamified banking. Our research demonstrated that, based on customer experiences of enjoyment, engagement, and motivation, gamification could encourage customers to use e-banking and promote sustainable habits, thereby improving financial literacy and making online transactions effortless. This study offers valuable knowledge for e-banking strategists and marketers. Understanding how pleasant experiences in serious games can motivate environmentally friendly behavior enables stakeholders to make more effective attempts to promote greener behavior among digital financial services, further enhancing the sustainable development of e-banking.

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https://doi.org/https://doi.org/10.1515/roms-2024-0154

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@article{obaid2025,
  title        = {{Positive Affecter and the Path to Green Gamified Banking: Unveiling the Mediation effect of E-banking Services}},
  author       = {Obaid ul Rehman et al.},
  journal      = {Review of Marketing Science},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1515/roms-2024-0154},
}

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Positive Affecter and the Path to Green Gamified Banking: Unveiling the Mediation effect of E-banking Services

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Evidence weight

0.41

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.25 × 0.4 = 0.10
M · momentum0.55 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.