Assessing the Correlation between Gamification Intensity and Brand Loyalty in Young Adult Demographics
DOI:
https://doi.org/10.54536/ajebi.v4i2.4944Keywords:
Attitudinal Loyalty, Behavioral Loyalty, Brand Loyalty, Consumer Engagement, Digital Marketing, Gamification Intensity, Gamified Experiences, Reward SystemsAbstract
As the marketplace goes digital and competition intensifies, gamification has become a tactic for diverting people’s interest and brand loyalty. The research examines the intensity, complexity, frequency, and immersiveness of specific gamified brand experiences, as well as their relationship to brand loyalty among respondents aged 18-35 in the Philippines. A quantitative correlational research design was employed in this study to collect data from 201 respondents via structured online surveys. The study measured perceived gamification intensity as well as indicators of brand loyalty such as repurchase intention, emotional attachment, and brand advocacy. The results established a strong positive correlation (r = 0.81) between the increased levels of gamification intensity and the decreased purchase intention. It was concluded that the youth are the most attracted to scores; collect, badges, and regular content updates particularly points collection, badges, and the regular content updates. The insights derived from this emphasize the power of game of designs that incorporate both behavioral and attitudinal loyalty. This research gives practical recommendations to marketers for the use of digital contexts to achieve optimization of consumer engagement and loyalty, while it also adds the empirical data necessary for the development of gamification discussions in emerging markets.
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Copyright (c) 2025 Stephen D. Mitra, Hailey Chaze R. Bueno, Nash G. Dela Cruz, Lebron Kyle G. Concon, Erika F. Bacay
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