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VOL. 11, ISSUE 3 (2025)
Role of gamification in engaging customers by building brand loyalty: A Comprehensive Review
Authors
Renu Verma, Yashovadhan Raizada, Sakshi Sharma
Abstract
Gamification can be defined as the strategic infusion of the game
design principle to the non-game areas. It has emerged as an instrument for
increasing the customer’s engagement whilst establishing customer loyalty for
the brand. Our research paper survey past literature and dissect how
gamification shape consumer behavior, attitude, equity and engagement. The
study explores theoretical framework in the area and reveals that psychology
frameworks such as Self-Determination and Flow Theory plays critical role in
engagement level. This study uses narrative and exploratory review method for
surveying scholarly peer reviewed articles from Scopus database. Result shows
that gamification enhances the cutomer engagement, equity, attitude and
beliefs. The study highlights that through social engagement, rewards and
personalized experience the business can use the gamification tool effectively.
The study highlights that most of the literature focuses on education and
retail sector while other sector garnished relatively less academic
development. The research paper also probes challenges like market saturation
and ethical questions and defines pathways for future exploration.
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Pages:7-12
How to cite this article:
Renu Verma, Yashovadhan Raizada, Sakshi Sharma "Role of gamification in engaging customers by building brand loyalty: A Comprehensive Review". International Journal of Commerce and Management Research, Vol 11, Issue 3, 2025, Pages 7-12
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