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The impact of gamification on loyalty mediated by consumer engagement and brand awareness

Author

Listed:
  • Nadya Ramdhani

    (University of Brawijaya)

  • Ananda Sabil Hussein

    (University of Brawijaya)

  • Rofiaty

    (University of Brawijaya)

Abstract

The purpose of this study is to investigate the impact of gamification on loyalty by mediating consumer engagement and brand awareness among Shopee users in Surabaya. Consumer behavior guides this research. Shopee users serve as the research subjects in this study. This study employs a quantitative methodology. The participants in this study were Shopee users who played gamification games. Purposive sampling was used, and there were 130 respondents in total. The G-Form questionnaire collects data, and the results are analyzed using SEM-PLS. The findings of this study show that gamification has a direct effect on loyalty. Gamification also influences consumer engagement and brand awareness. Brand awareness and consumer engagement both have an impact on loyalty. Gamification's impact on loyalty can be mediated by consumer engagement and brand awareness. Key Words:Gamification, Consumer Engagement, Brand Awareness, and Loyalty.

Suggested Citation

  • Nadya Ramdhani & Ananda Sabil Hussein & Rofiaty, 2024. "The impact of gamification on loyalty mediated by consumer engagement and brand awareness," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 13(5), pages 96-107, July.
    • Handle: RePEc:rbs:ijbrss:v:13:y:2024:i:5:p:96-107
    DOI: 10.20525/ijrbs.v13i5.3495
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    References listed on IDEAS

    as
    1. Eisingerich, Andreas B. & Marchand, André & Fritze, Martin P. & Dong, Lin, 2019. "Hook vs. hope: How to enhance customer engagement through gamification," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 200-215.
    2. Kim, Angella J. & Ko, Eunju, 2012. "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand," Journal of Business Research, Elsevier, vol. 65(10), pages 1480-1486.
    3. Seo, Eun-Ju & Park, Jin-Woo, 2018. "A study on the effects of social media marketing activities on brand equity and customer response in the airline industry," Journal of Air Transport Management, Elsevier, vol. 66(C), pages 36-41.
    Full references (including those not matched with items on IDEAS)

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