The Impact of Gamification on Marketing Strategy

Carmen Acatrinei () and Tudor Ursä‚cescu ()
Additional contact information
Carmen Acatrinei: The Bucharest University of Economic Studies
Tudor Ursä‚cescu: The Bucharest University of Economic Studies

Journal of Emerging Trends in Marketing and Management, 2025, vol. 1, issue 3, 17-30

Abstract: Gamification, defined as the integration of game design elements into non-game contexts, has emerged as a transformative approach in marketing, capable of turning passive consumers into active participants. By incorporating mechanisms such as rewards, challenges, leaderboards, and progress tracking, gamification seeks to enhance consumer engagement, foster brand loyalty, and influence purchasing behavior. This study explores the theoretical foundations and practical applications of gamification in marketing, emphasizing its relevance in today’s highly competitive landscape, where capturing consumer attention has become increasingly difficult. Adopting a dual-perspective approach and employing JASP (Jeffrey's Amazing Statistics Program) platform for statistical computing on a diverse sample of marketing professionals, this research investigates the gap between expectations and outcomes in gamification implementation. It compares the perceptions of gamification adopters and planners regarding customer engagement, brand loyalty, and purchase intention. A comparative analysis between implementing and planning organizations was conducted to examine potential expectation–reality gaps in gamification outcomes, offering evidence-based insights and contributing to more informed strategic decision-making in marketing contexts.

Keywords: Gamification; consumer engagement; brand loyalty; purchasing behavior; marketing strategies. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.etimm.ase.ro/RePEc/aes/jetimm/2025/JETIMM_V03_2025_153.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aes:jetimm:v:1:y:2025:i:3:p:17-30

Access Statistics for this article

More articles in Journal of Emerging Trends in Marketing and Management from The Bucharest University of Economic Studies Contact information at EDIRC.
Bibliographic data for series maintained by Lucian Onisor ().