The Impact of Gamification on Cognitive Brand Engagement in E-Commerce Context

Gamification has turned into a popular strategy among various sectors and marketing is one of them. Many corporations consider gamification as a most effective marketing strategy to increase user's engagement, awareness and loyalty towards brand. Though, there is lack of empirical studies supporting above mentioned beliefs. The aim of this research is to explore the distinct gaming elements and to study the effect of gaming elements, also known as gamification, on cognitive aspect of brand engagement in context of e-commerce. This study tests how gamification is associated with the cognitive brand engagement by using descriptive cross sectional design on youngsters of Haryana State. Factor analysis and multiple regressions have been used as statistical tools for this study. Gamification is found positively associated with cognitive brand engagement and brand management is effectively managed by gamification as an effective marketing strategy. The paper will be of value to those interested in applying gamification to engage and motivate individuals. This study is suitable for academics and as well as for practitioners.