Factors Influencing Consumer Responses to Marketing Gamification

The objective of this study was to investigate consumer attitudes toward gamification in marketing, as well as the impact of gamification elements on brand loyalty. Nowadays companies are focusing on retention of employees using gamification as a marketing tool; this paper will focus more on loyalty of customers after the use of gamification as a marketing tool. A conceptual model was developed to understand the relationship of gamification elements towards Brand loyalty and Attitude towards gamification. The sample size was 397 and data was collected from all across India. The study identifies that gamification elements have a positive relationship with attitude towards gamification. Engagement and buying behaviour also influence marketing gamification's impact on brand loyalty.