The impact of gamification on consumer engagement with brands: Empirical evidence

Abstract

This study investigates the impact of gamification on consumer brand engagement among Portuguese gamers, addressing a significant gap in empirical research within this demographic. While gamification is known for enhancing brand engagement and loyalty, limited evidence exists in the Portuguese market. Using a quantitative approach, data were collected from 485 Portuguese gamers and analyzed through covariance-based structural equation modeling. The research examines how three dimensions of gamification - immersion, realization, and social interaction - affect components of consumer brand engagement, specifically absorption, affection, and social connection. Findings indicate that immersion significantly enhances all three engagement components. At the same time, realization and social interaction are positively linked with identification and social connection, underscoring the strategic potential of gamification in brand management. This study offers new empirical insights into the Portuguese market, demonstrating that gamification can be a powerful tool for marketers aiming to strengthen consumer-brand connections and loyalty. By addressing an underexplored area, this research provides practical recommendations for integrating gamification into marketing strategies to drive organizational success.