Gamification in Marketing: Driving Customer Engagement and Loyalty

This study tries to analyze the impact that gamification as a motivation tool has on customer engagement and customer loyalty. Gamification can be applied in every field since its route is related to motivation but for this research, I have tried to analyze the application of Gamification in marketing. Harnessing the impact of gamification is analyzed in three different research methods. In the first part, I have conducted a close-question survey with 146 respondents to better understand how people interact with ads, learn more about their behaviors and also test hypothetical scenarios that used some elements of gamification to see how they would react. For the second part, I have conducted the Oreo Experiment with 24 participants to test the intention of customers to engage with a brand or product once they company uses some elements of Gamification as a fun way to market the product to potential customers. For the last part, I have analyzed data from a local company for online sales of makeup, skincare and haircare products of a global brand. I have received data for 3500 orders from the company’s internal sales system, and two postal services that the company partnered with for the online deliveries. The data was analyzed for the before-implementation period and then compared with the post-implementation period. These periods were different because customers for the post-implementation period were added to the gamified version of purchasing online. Due to the novelty effect of this purpose and the term itself, literature research was mandatory. The research consulted, together with three different datasets created from the used research methods, it was possible to arrive in conclusions and recommendations which can be found in the last chapter of this study.