Gamification in Marketing: Enhancing Customer Engagement through Interactive Experiences

Purpose The emergence of s-commerce has increased the significance of enhancing customer engagement (CE) behavior via the company’s pages on social networking sites (SNS). CE motives are categorized into two elements: hedonic and utilitarian. However, the specific factors that determine utilitarian or hedonic motives in the context of s-commerce remain unclear. This study aims to investigate the factors affecting the development of hedonic and utilitarian motives, thereby improving CE in s-commerce, based on the uses and gratification theory (UGT). Design/methodology/approach To test the proposed model, an online survey was conducted, and data were collected using a convenience sample of 271 Egyptian Facebook users who interact with the company’s Facebook pages. The data were subsequently analyzed using partial least squares structural equation modeling. Findings The study findings indicated that convenience, selection, information availability and lack of sociality are positively correlated with the utilitarian motive (UM), whereas adventure, gratification and idea shopping are positively associated with the hedonic motive (HM). In addition, the results indicated that both UM and HM contribute to increasing CE on s-commerce pages. Originality/value To the best of the authors’ knowledge, this is the first study to investigate the specific variables affecting hedonic and utilitarian motives that enhance CE in the context of social commerce. This enables businesses and practitioners, especially in developing countries, to manage their s-commerce pages more efficiently and effectively, thereby enhancing consumer engagement with their social media platforms.

In the rapidly evolving digital economy, Artificial Intelligence (AI) has become a transformative force reshaping marketing practices. From predictive analytics to intelligent chatbots and recommendation engines, AI enables marketers to engage customers more personally and efficiently. This paper explores the strategic role of AI in enhancing customer engagement and fostering brand loyalty. Through an extensive literature review and conceptual analysis, the study proposes a theoretical model linking AI applications, perceived personalization, customer engagement, and brand loyalty, with trust in AI systems as a moderating factor. The findings highlight that AI-driven personalization strengthens engagement and loyalty but also raises ethical and data privacy concerns. The paper concludes that integrating AI responsibly and transparently can lead to sustainable brand relationships and long-term marketing success.

The development of an integrated model for optimizing marketing and customer relationship management (CRM) in small and medium-sized enterprises (SMEs) presents a crucial advancement in enhancing business competitiveness and customer engagement. This paper proposes a unified model that merges scalable software solutions for social media analytics with AI-driven CRM to provide a comprehensive framework for SMEs to enhance their marketing strategies and customer interactions. Social media platforms have become vital channels for customer outreach, engagement, and feedback, yet SMEs often face challenges in leveraging these platforms due to limited resources and expertise. Integrating social media analytics into CRM systems offers businesses the ability to analyze customer behaviors, preferences, and sentiment on a large scale. The proposed model utilizes artificial intelligence (AI) to streamline customer interactions, enabling personalized communication and improving customer retention. By incorporating AI into CRM, SMEs can automate routine tasks, such as responding to customer inquiries and segmenting audiences based on their social media activity. This allows for more efficient marketing strategies and enables businesses to proactively address customer needs, ultimately driving customer loyalty and long-term growth. Furthermore, the unified model focuses on scalability, ensuring that SMEs can adopt and adapt these technologies according to their evolving needs and resources. This paper also explores the benefits of integrating these technologies, including the potential for improved data-driven decision-making, enhanced customer experience, and increased operational efficiency. In conclusion, this integrated model presents a strategic pathway for SMEs to optimize their marketing and CRM efforts through the adoption of scalable, AI-driven tools that enhance customer engagement and boost business performance. Keywords: SME Marketing, CRM Optimization, Social Media Analytics, AI-Driven CRM, Customer Engagement, Scalable Software Solutions, Business Performance, Personalized Communication, Customer Retention, Data-Driven Decision-Making.

This study examines the effect of Social Media Marketing Activities (SMMA) on multidimensional Customer Brand Engagement (CBE) and its subsequent influence on Self-Brand Connection (SBC), with Brand Authenticity (BA) moderating the relationship between SMMA and selected engagement dimensions. Drawing on Uses and Gratification Theory, the study models CBE as comprising cognitive, emotional, and behavioral dimensions, and conceptualizes SMMA as a second-order formative construct with five components: interactivity, informativeness, personalization, trendiness, and word of mouth. A cross-sectional survey with 362 respondents who had recently interacted with brands on social media was conducted to test the proposed model using structural equation modeling. Results reveal that SMMA significantly enhances all three dimensions of engagement, each of which positively contributes to the development of SBC. Notably, emotional and behavioral engagement emerged as particularly influential pathways. BA was found to significantly strengthen the effects of SMMA on emotional and behavioral engagement. The model demonstrates moderate to strong explanatory power. Theoretically, the study enriches existing literature by positioning CBE as a multidimensional mediator and BA as a contextual moderator in the SMMA–engagement link. The findings highlight the value of authentic, well-crafted social media content in enhancing customer engagement and strengthening self-brand connections.

Understanding and predicting customer engagement (CE) is crucial, especially in the context of medical and health insurance (MHI). In the current global landscape, particularly in light of the COVID-19 pandemic in 2020, gaining insights into customer behavior is essential for shaping future decisions and strategies. This study aims to investigate CE in private hospitals in Malaysia by utilizing the Health Belief Model (HBM). The HBM offers a comprehensive view of how customer beliefs and behaviors affect CE, making it well-suited for this research context. The study employs variance-based structural equation modeling through Smart PLS 4.0, using a sample of 150 private hospital customers in Malaysia. The findings reveal a significant relationship between Cues to Action (CA) and Self-Efficacy (SE) on CE, while perceived risk (PR) does not mediate the relationship between CA and SE about CE.

The research investigated the role of digital technology in enhancing sustainable business models, collective intelligence, and scaling to improve business process performance. Conducted as qualitative research, it employs a Systematic Literature Review (SLR) method, analyzing 20 Scopus-indexed journals ranked in Quartile 1 (Q1) to Quartile 2 (Q2) from 2019 to 2024. The data were processed using content analysis, focusing on digital technologies such as big data, the Internet of Things, cloud computing, cyber-physical systems, machine learning, artificial intelligence, and digital platforms. The findings demonstrate that digital technology supports businesses in understanding evolving customer needs, facilitating efficient and accurate decision-making, and enhancing customer engagement, which is crucial for business growth and scalability. Key benefits include improving customer experience, segmentation, retention, and engagement, reducing operational costs, increasing team collaboration, and evaluating environmental risks. These advantages give businesses a competitive edge by fostering sustainable practices and effective customer engagement. The advantages of implementing digital technologies can be felt from various economic, social, and environmental aspects. However, the research acknowledges limitations, including restricted data collection due to limited relevant research and variations in technological literacy across regions. Despite these challenges, the research underscores the transformative role of digital technology in advancing sustainable and competitive business processes.

The study “Influence of Digital Marketing Strategies on Brand Loyalty: An Analytical Study” explores how social media marketing activities shape customer engagement and brand loyalty in today’s digital environment. Using a descriptive and quantitative approach, the research examines consumer perceptions and behavioural responses toward digital marketing initiatives. The findings highlight that strategic use of social media, including interactive content, personalised campaigns, and consistent brand communication, significantly enhances customer engagement. Increased engagement, in turn, fosters stronger emotional and behavioural connections between consumers and brands, leading to greater trust, attachment, and long-term loyalty. The study emphasises the mediating role of customer engagement in translating digital marketing efforts into sustainable brand loyalty. These insights suggest that brands must focus not only on promotional activities but also on creating meaningful interactions and experiences for their audience. By understanding the mechanisms through which social media influences consumer behaviour, marketers can design more effective strategies that strengthen consumer-brand relationships, improve customer retention, and build competitive advantage in an increasingly digital marketplace.

The impact of gamification adoption intention on brand awareness and loyalty in tourism: The mediating effect of customer engagement

Digital transformation has made it necessary for corporate communication in organizations to shift in a bid to enhance customer engagement with brands. For companies providing essential services, such as electricity, like the Kenya Power and Lighting Company (KPLC), strategic and effective communication is not merely a branding exercise; it is a crucial element of ensuring operational efficiency, mitigating potential crises, and maintaining a positive relationship with the customers and communities they serve. The objectives of the study included: to examine the types of digital platforms used by KPLC and the influence they have on customer engagement on the Company’s products and services, to find out the impact of the digital communication strategies used by KPLC on customer satisfaction, and to assess the digital communication reach of KPLC communication channels and the influence it has on customer experience. The study adopted KPLC as a case study and was guided by the Uses and Gratifications Theory complemented by the Social Exchange Theory. The study adopted a quantitative methods approach of data collection and analysis. The study sample included 50 targeted customers who have engaged with the organization on digital media. The findings demonstrate that SMS remains a vital communication channel for Kenya Power customers, aligned with global trends in utility sectors where rapid transactional updates are essential. However, the uneven user experience across channels suggests a gap in integrated digital communication management, echoing literature advocating for a unified digital customer service framework to enhance satisfaction and trust. It is expected that the findings of this study will have far-reaching benefits for the Kenya Power and Lighting Company (KPLC) by providing it with data-driven insights into the effectiveness of its digital communication strategies, enabling the Company to refine its approach, improve customer engagement, and enhance overall operational efficiency as well as KPLC’s customer experience.

The metaverse is revolutionizing the tourism and hospitality industries by offering immersive virtual experiences, enhancing customer engagement, and streamlining operations. Through virtual reality (VR) and augmented reality (AR), travelers can explore destinations, hotels, and attractions before booking, improving decision-making. Hotels and resorts leverage the metaverse for virtual concierge services, interactive guest experiences, and digital events. Travel agencies use it for virtual tours, reducing uncertainty and enhancing accessibility. Additionally, blockchain integration enables secure transactions and digital assets like NFTs for exclusive travel perks. While challenges such as high costs and technological adoption exist, the metaverse presents a transformative shift, bridging the gap between physical and digital tourism, enhancing personalization, and fostering innovation in hospitality services.

With non-fungible tokens (NFT) bringing fundamental change to digital business models, advanced opportunities for boosting customer engagement have opened. This paper discusses the functions of NFTs in offering brands ways to create more intimate relationships between consumers and brands and providing the consumers ownership of valuable, unique digital assets. Based on the case data and market information assessment up to August 2022, the current paper assesses how brands incorporate NFTs into loyalty programs and long-term customer engagement. A comparative analysis of models and a year-by-year trend shows that NFTs' impact continually overshadows the traditional approach. Based on the findings, technology adoption and market fluctuations remain issues. Still, NFTs offer a new outlook to businesses where a customer experience-oriented paradigm shift occurs, allowing brands to create deeper connections with consumers and increase customer lifetime value.

The Indian real estate sector has undergone significant transformation due to rapid urbanization, increased competition, and rising customer expectations. In this dynamic environment, customer engagement has emerged as a critical success factor for real estate firms. Digital Customer Relationship Management (CRM) tools have become essential in managing customer interactions, improving communication, and fostering long-term relationships (Payne & Frow, 2005; Buttle, 2009). This study examines the role of digital CRM tools in enhancing customer engagement in real estate firms in India. Using a mixed-method research design that combines empirical analysis with case studies, the study evaluates how CRM technologies influence customer interaction, personalization, trust, and satisfaction. The findings reveal that effective adoption of digital CRM tools significantly improves customer engagement and provides real estate firms with a sustainable competitive advantage.

Enriched customer engagement is an inevitability when considering an enormous growth of every industry, and certainly, insurance is not an exception. With the rapid development of digital technologies and competitiveness between companies in the same industry or with alternative industries, businesses tend to excite their customers to obtain the competitive advantage. Conversely, with the understanding of the competitiveness of businesses, customers change their expectation and demand for a better service and engagement. As a result, digital technologies such as Bluetooth Low Energy Beacon technology overruled the existing methods of customer engagement. Though there are a lot of businesses which have adapted beacon technology to enhance customer engagement, there is lack of evidence of its adaptation in the insurance sector. Therefore, this paper aims to use beacon technology to enhance the customer engagement in insurance companies.

As environmental problems are dramatically alarming the world, environmental issues have become the primary concerns of both consumers and companies. To please the environmental wants of consumers, many companies have to adopt green solutions today. Green brands are one of these solutions. Nevertheless, little has been known about the green brands. In this sense, this study attempts to explore the interaction between brand image (BIm), brand attachment (BAtt), customer engagement (CEn) and brand loyalty (BLo) within the scope of green brands as previously untapped context. In this study while brand image is determined as independent variable; customer engagement is specified as the mediator variable which mediates the link between brand image and brand attachment. Data were gathered from 428 participants through convenience sampling method. To examine the links between the variables in the suggested model, structural equation modelling was utilized. The results regarding the study bring out that brand image for green brands significantly influences customer engagement and brand attachment in a positive way; customer engagement has also a significant positive influence on brand attachment for green brands; and brand attachment for green brands significantly affects brand loyalty toward these brands in a positive way. In addition, partial mediating influence of customer engagement on the link between brand image for green brands and brand attachment was found significant. These findings also ensure applicable insights to practitioners, who are responsible for promotion of green brands, by emphasizing the importance of increasing brand image, customer engagement and customer attachment to generate loyal green customers.

The purpose of this research was to determine the influence of social media marketing against customer engagement and its impact on brand loyalty. Methods applied is a quantitative method by distributing questionnaire to 100 customers. Data analysis was applied path analysis. The results of this study shows that social media marketing has a positive and significant impact on customer engagement, on brand loyalty, and on customer engagement, and its impact on brand loyalty where customer engagement has a greater influence on brand loyalty than social media marketing.