August 15, 2025Edelweiss Applied Science and TechnologyOpen Access

Research on brand stickiness of gamification marketing under the perspective of immersion theory: Network social capital as mediating variable and fear of missing out as moderating variable effect

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Authors

HYHan YuDhurakij Pundit University SCSze-Ting Chen

Discussion

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Implication

Observational analysis shows that gamified marketing enhances brand stickiness in consumers, indicating the role of network social capital and fear of missing out.

Key Points

Gamified marketing positively affects brand loyalty, revealing essential insights for improving customer retention.
Network social capital mediates the relationship between gamified marketing and brand loyalty, enhancing customer connections.
Fear of missing out moderates the impact of gamified marketing, influencing how customers interact with brands.
This research highlights the importance of immersive strategies for fostering brand loyalty and achieving marketing goals.

Cite This Study

Han et al. (2025) studied this question.

synapsesocial.com/papers/68af453aad7bf08b1ead294a https://doi.org/10.55214/2576-8484.v9i8.9472

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Implication

Observational analysis shows that gamified marketing enhances brand stickiness in consumers, indicating the role of network social capital and fear of missing out.

Research on brand stickiness of gamification marketing under the perspective of immersion theory: Network social capital as mediating variable and fear of missing out as moderating variable effect

Discussion

Member takes

Implication

Key Points

Cite This Study

Research on brand stickiness of gamification marketing under the perspective of immersion theory: Network social capital as mediating variable and fear of missing out as moderating variable effect

Discussion

Member takes

Implication

Key Points

Cite This Study

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Also Consider