In the rapidly evolving digital marketplace, gamified marketing has emerged as an innovative strategy for enhancing consumer engagement, particularly among Generation Z consumers who are highly active on digital platforms. This study examines the effect of gamified marketing on consumer engagement and explores the influence of gamification elements such as rewards, badges, leaderboards, and challenges on emotional, cognitive, and behavioral engagement. The study also investigates the relationship between gamified marketing and brand loyalty among Generation Z consumers. A descriptive and analytical research design was adopted, and primary data were collected from 300 Generation Z respondents through a structured questionnaire. Secondary data were gathered from relevant academic and professional sources. The collected data were analyzed using percentage analysis, mean score analysis, correlation, and regression techniques. The findings reveal that gamified marketing significantly enhances consumer engagement and positively influences brand loyalty. Rewards and incentives were identified as the most effective gamification elements in driving participation and interaction. The study concludes that businesses can improve customer engagement and strengthen brand relationships by incorporating innovative gamification strategies into their digital marketing campaigns.
Prof. Nobina Soni (Mon,) studied this question.