Analysis of Customer Engagement and Brand Intimacy in the Context of Mobile Games
Keywords:
Brand Intimacy, Customer Engagement, Game Involvement, Mobile Games, Online Gaming
Abstract
The development of the mobile game industry has increased the need for developers to build customer engagement and strong emotional connections with players. This study aims to analyze the influence of advice seeking, self-image expression, and game involvement on customer engagement, as well as the influence of customer engagement on brand intimacy with enjoyment as a moderating variable in Mobile Legends. The study used a quantitative approach with non-probability sampling through purposive sampling. The study population was Mobile Legends users in Indonesia with a sample of 150 respondents who played at least three times a day and had been using Mobile Legends for more than a year. Data were collected through a six-level Likert scale online questionnaire and analyzed using PLS-SEM with SmartPLS 4 through outer and inner model testing. The results showed that advice seeking and game involvement had a positive and significant effect on customer engagement, while self-image expression had no significant effect. Customer engagement had a positive and significant effect on brand intimacy, while creation did not have the strongest impact and enjoyment did not moderate the relationship. In conclusion, increasing active player engagement is a major factor in strengthening Mobile Legends' brand intimacy.
References
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Nambisan, S., & Baron, R. A. (2007). Interactions in virtual customer environments: Implications for product support and customer relationship management. Journal of Interactive Marketing, 21(2), 42–62. https://doi.org/10.1002/dir.20077
Ngatno. (2015). Metodologi penelitian bisnis. Lembaga Pengembangan dan Penjaminan Mutu Pendidikan (LP2MP) Universitas Diponegoro.
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1–17. https://doi.org/10.1509/jmkg.74.6.1
Prentice, C., & Loureiro, S. M. C. (2018). Consumer-based approach to customer engagement: The case of luxury brands. Journal of Retailing and Consumer Services, 43, 325–332. https://doi.org/10.1016/j.jretconser.2018.05.003
Putra, D. R., & Hawignyo. (2024). Pengaruh perceived value terhadap purchase intention pada game mobile. Jurnal Ilmiah Wahana Pendidikan, 10(6), 252–260.
Ryan, R. M., Rigby, C. S., & Przybylski, A. (2006). The motivational pull of video games: A self-determination theory approach. Motivation and Emotion, 30(4), 344–360. https://doi.org/10.1007/s11031-006-9051-8
Sahir, S. H. (2022). Metodologi penelitian. KBM Indonesia.
Schivinski, B., & Łukasik, P. (2015). The influence of Polish consumers’ online brand-related activity on brand equity. E-Mentor, 2015(5), 77–83. https://doi.org/10.15219/em62.1215
Schivinski, B., Christodoulides, G., & Dąbrowski, D. (2016). Measuring consumers’ engagement with brand-related social-media content: Development and validation of a scale that identifies levels of social-media engagement with brands. Journal of Advertising Research, 56(1), 64–80. https://doi.org/10.2501/JAR-2016-004
Sprott, D., Czellar, S., & Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing Research, 46(1), 92–104. https://doi.org/10.1509/jmkr.46.1.92
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D (2nd ed.). Alfabeta.
Sun, Y., Li, Y., Bao, Y., Meng, S., Sun, Y., Schumann, G., Kosten, T., Strang, J., Lu, L., & Shi, J. (2020). Brief report: Increased addictive internet and substance use behavior during the COVID-19 pandemic in China. The American Journal on Addictions, 29(4), 268–270. https://doi.org/10.1111/ajad.13066
Thorbjørnsen, H., Supphellen, M., Nysveen, H., & Pedersen, P. E. (2002). Building brand relationships online: A comparison of two interactive applications. Journal of Interactive Marketing, 16(3), 17–34. https://doi.org/10.1002/dir.10034
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Wallace, E., Buil, I., & de Chernatony, L. (2014). Consumer engagement with self-expressive brands: Brand love and WOM outcomes. Journal of Product & Brand Management, 23(1), 33–42. https://doi.org/10.1108/JPBM-06-2013-0326
Wang, T., & Lee, F.-Y. (2020). Examining customer engagement and brand intimacy in social media context. Journal of Retailing and Consumer Services, 54, 102035. https://doi.org/10.1016/j.jretconser.2020.102035
Wolny, J., & Mueller, C. (2013). Analysis of fashion consumers’ motives to engage in electronic word-of-mouth communication through social media platforms. Journal of Marketing Management, 29(5–6), 562–583. https://doi.org/10.1080/0267257X.2013.778324
Xie, L. (2018). The impact of social media on mobile games: From the participation and communication of players. 2018 International Conference on Education Technology, Economic Management and Social Sciences (ETEMSS 2018). https://doi.org/10.23977/etemss.2018.1619
Yim, C. K. (Bennett), Tse, D. K., & Chan, K. W. (2008). Strengthening customer loyalty through intimacy and passion: Roles of customer–firm affection and customer–staff relationships in services. Journal of Marketing Research, 45(6), 741–756. https://doi.org/10.1509/jmkr.45.6.741
Asosiasi Penyelenggara Jasa Internet Indonesia (APJII). (2025). Profil internet Indonesia 2025. Jakarta: APJII.
Apidana, Y. H., & Kholifah, K. (2023). Pengaruh anteseden kecanduan online mobile game terhadap niat melakukan pembelian item virtual pada mahasiswa. Journal of Digital Business and Management, 2(1), 20–32. https://doi.org/10.32639/jdbm.v2i1.265
Bazi, S., Filieri, R., & Gorton, M. (2023). Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty. Journal of Business Research, 160, 113778. https://doi.org/10.1016/j.jbusres.2023.113778
Bose, I., & Yang, X. (2011). Enter the Dragon: Khillwar’s foray into the mobile gaming market of China. Communications of the Association for Information Systems, 29. https://doi.org/10.17705/1CAIS.02929
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.052
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://doi.org/10.1016/j.jbusres.2011.07.029
Cai, X., Cebollada, J., & Cortiñas, M. (2022). From traditional gaming to mobile gaming: Video game players’ switching behaviour. Entertainment Computing, 40, 100445. https://doi.org/10.1016/j.entcom.2021.100445
Cambra-Fierro, J., Xuehui Gao, L., Melero-Polo, I., & Javier Sese, F. (2019). What drives consumers’ active participation in the online channel? Customer equity, experience quality, and relationship proneness. Electronic Commerce Research and Applications, 35, 100855. https://doi.org/10.1016/j.elerap.2019.100855
Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111–1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
Domahidi, E., Festl, R., & Quandt, T. (2014). To dwell among gamers: Investigating the relationship between social online game use and gaming-related friendships. Computers in Human Behavior, 35, 107–115. https://doi.org/10.1016/j.chb.2014.02.023
Erkan, I. (2016). The influence of electronic word of mouth in social media on consumers’ purchase intentions. https://bura.brunel.ac.uk/handle/2438/12972
Fahrizal, Y., & Irmawan, H. S. (2023). The quality of life of adolescents experiencing online game addiction during the COVID-19 pandemic. Jurnal Keperawatan Indonesia, 26(1), 68–77. https://doi.org/10.7454/jki.v26i1.1947
Ghozali, I., & Latan, H. (2015). Partial least squares: Konsep, teknik dan aplikasi menggunakan program SmartPLS 3.0 untuk penelitian empiris (2nd ed.). Badan Penerbit Universitas Diponegoro.
Higie, R. A., & Feick, L. F. (1989). Enduring involvement: Conceptual and measurement issues. Advances in Consumer Research, 690–696.
Hollebeek, L. (2011). Exploring customer brand engagement: Definition and themes. Journal of Strategic Marketing, 19(7), 555–573. https://doi.org/10.1080/0965254X.2011.599493
InMobi. (2021). Mobile gaming through the pandemic and beyond in Southeast Asia 2021. https://go.inmobi.com/2021-mobile-gaming-sea/
Lortie, C. L., & Guitton, M. J. (2011). Social organization in virtual settings depends on proximity to human visual aspect. Computers in Human Behavior, 27(3), 1258–1261. https://doi.org/10.1016/j.chb.2011.01.006.
Kowert, R., Martel, A., & Swann, W. B. (2023). You are what you play: The risks of identity fusion in toxic gamer cultures. Games: Research and Practice, 1(2), 1–3. https://doi.org/10.1145/3604402
Mangara, J. N., & Cindoswari, A. R. (2023). Analisis komunikasi digital pada aksi kekerasan verbal komunitas Mobile Legends Squads Project TRV di Kota Batam. SCIENTIA JOURNAL: Jurnal Ilmiah Mahasiswa, 5(3). https://doi.org/10.33884/scientiajournal.v5i3.7827
Mobile Marketing Association. (2021). The Modern Marketing Reckoner 2021 Indonesia. https://www.mmaglobal.com/files/documents/the_modern_marketing_re ckoner_2021_indonesia.pdf?utm_source=chatgpt.com
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/IJA-30-1-013-046
Nambisan, S., & Baron, R. A. (2007). Interactions in virtual customer environments: Implications for product support and customer relationship management. Journal of Interactive Marketing, 21(2), 42–62. https://doi.org/10.1002/dir.20077
Ngatno. (2015). Metodologi penelitian bisnis. Lembaga Pengembangan dan Penjaminan Mutu Pendidikan (LP2MP) Universitas Diponegoro.
Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1–17. https://doi.org/10.1509/jmkg.74.6.1
Prentice, C., & Loureiro, S. M. C. (2018). Consumer-based approach to customer engagement: The case of luxury brands. Journal of Retailing and Consumer Services, 43, 325–332. https://doi.org/10.1016/j.jretconser.2018.05.003
Putra, D. R., & Hawignyo. (2024). Pengaruh perceived value terhadap purchase intention pada game mobile. Jurnal Ilmiah Wahana Pendidikan, 10(6), 252–260.
Ryan, R. M., Rigby, C. S., & Przybylski, A. (2006). The motivational pull of video games: A self-determination theory approach. Motivation and Emotion, 30(4), 344–360. https://doi.org/10.1007/s11031-006-9051-8
Sahir, S. H. (2022). Metodologi penelitian. KBM Indonesia.
Schivinski, B., & Łukasik, P. (2015). The influence of Polish consumers’ online brand-related activity on brand equity. E-Mentor, 2015(5), 77–83. https://doi.org/10.15219/em62.1215
Schivinski, B., Christodoulides, G., & Dąbrowski, D. (2016). Measuring consumers’ engagement with brand-related social-media content: Development and validation of a scale that identifies levels of social-media engagement with brands. Journal of Advertising Research, 56(1), 64–80. https://doi.org/10.2501/JAR-2016-004
Sprott, D., Czellar, S., & Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing Research, 46(1), 92–104. https://doi.org/10.1509/jmkr.46.1.92
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D (2nd ed.). Alfabeta.
Sun, Y., Li, Y., Bao, Y., Meng, S., Sun, Y., Schumann, G., Kosten, T., Strang, J., Lu, L., & Shi, J. (2020). Brief report: Increased addictive internet and substance use behavior during the COVID-19 pandemic in China. The American Journal on Addictions, 29(4), 268–270. https://doi.org/10.1111/ajad.13066
Thorbjørnsen, H., Supphellen, M., Nysveen, H., & Pedersen, P. E. (2002). Building brand relationships online: A comparison of two interactive applications. Journal of Interactive Marketing, 16(3), 17–34. https://doi.org/10.1002/dir.10034
Tila, C. (2024). Leading multiplayer online battle arena (MOBA) gaming apps in Indonesia in 2023, by downloads. Statista. https://www.statista.com/statistics/1367704/indonesia-leading-moba-apps-by-download/
Wallace, E., Buil, I., & de Chernatony, L. (2014). Consumer engagement with self-expressive brands: Brand love and WOM outcomes. Journal of Product & Brand Management, 23(1), 33–42. https://doi.org/10.1108/JPBM-06-2013-0326
Wang, T., & Lee, F.-Y. (2020). Examining customer engagement and brand intimacy in social media context. Journal of Retailing and Consumer Services, 54, 102035. https://doi.org/10.1016/j.jretconser.2020.102035
Wolny, J., & Mueller, C. (2013). Analysis of fashion consumers’ motives to engage in electronic word-of-mouth communication through social media platforms. Journal of Marketing Management, 29(5–6), 562–583. https://doi.org/10.1080/0267257X.2013.778324
Xie, L. (2018). The impact of social media on mobile games: From the participation and communication of players. 2018 International Conference on Education Technology, Economic Management and Social Sciences (ETEMSS 2018). https://doi.org/10.23977/etemss.2018.1619
Yim, C. K. (Bennett), Tse, D. K., & Chan, K. W. (2008). Strengthening customer loyalty through intimacy and passion: Roles of customer–firm affection and customer–staff relationships in services. Journal of Marketing Research, 45(6), 741–756. https://doi.org/10.1509/jmkr.45.6.741
Published
2026-09-13
How to Cite
Anita Rimala Lifna, & Erlita Ridanasti. (2026). Analysis of Customer Engagement and Brand Intimacy in the Context of Mobile Games. International Journal of Economics, Business and Innovation Research, 5(05), 4029-4057. https://doi.org/10.63922/ijebir.v5i05.6215
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