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Digital Rhetoric in Language Learning Apps: Persuasive Design Strategies for Enhanced Engagement and Motivation
Maria Nisar
Abstract:
The study examines the effects of persuasive design strategies on users' motivation and management in language-learning apps, namely Duolingo, Babbel, and Memrise. A mixedmethod approach was used for this study. Quantitative data were analysed to examine users’ motivation and engagement with language learning apps. A Likert-scale survey was conducted to collect qualitative data, and qualitative analysis was used to explore perceptions of social comparison, notifications, and gamification. The study assessed how these features influence users’ involvement and motivation level. Users’ active participation, engagement, motivation and ethical considerations were analyzed quantitatively using Likert-scale questions. Qualitative, on the other hand, provided a deeper understanding of users’ engagement levels and perceptions. A total of 150 male and female students were selected for this study from the postgraduate college in Samanabad, Faisalabad. They used language apps to learn English as a second language (ESL). They were from different backgrounds and had varying language proficiency levels. The result indicates that elements of gamification, especially streaks, are the most important and effective motivators of app usage, as users highly strive for streaks. Other features, such as points and badges, are less motivating factors for users. The notification feature is also helpful in language learning; it motivates users without causing stress and enhances their engagement and confidence. The leaderboard feature has a moderate effect on users, increasing their motivation and engagement in learning. Ethically, this research shows that users benefit from notifications without being negatively affected. The study emphasises the importance of combining intrinsic and extrinsic motivation to sustain worker attention, with a preference for continuous development indicators, such as streaks, rather than separate rewards, such as badges. The results suggest that future research should emphasise balancing gamification, personalised features, and user preferences to improve motivation and learning outcomes in language learning apps. This study contributes to understanding how persuasive design can be enhanced to restore worker engagement and long-term motivation in a mobile learning environment.
Keywords:
Digital rhetoric, users ‘motivation, engagement, mobile apps, gamification, language learning
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