Exploring the Impacts of Gamification in Marketing on Consumer’s Buying Intention
DOI:
https://doi.org/10.31305/rrijm.2023.v08.n08.025Keywords:
Brand Loyalty, Contemporary Marketing, Gamification, Purchasing IntentionsAbstract
This scholarly article delves into the growing importance of gamification as a contemporary marketing tool for businesses. Despite its increasing adoption, there is a noticeable scarcity of scholarly investigation into how consumers perceive and embrace gamification, the factors influencing their behavior, and the varying effectiveness of gamification approaches in shaping purchasing choices and brand loyalty. Furthermore, the lack of a standardized framework for integrating gamification into existing processes presents challenges. This study aims to fill these gaps by examining how marketing gamification impacts consumer purchase intentions through elements like engagement, motivation & incentive, social influence, emotional connection, and decision-making processes. Through this analysis, we aim to gain deeper insights into gamification's cognitive impact on buying intentions, elevating its strategic importance in marketing strategies.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
This is an open access article under the CC BY-NC-ND license Creative Commons Attribution-Noncommercial 4.0 International (CC BY-NC 4.0).