The evaluation customers engagement: The effect of Gamification in Marketing

Aakash Aakash

Diplomová práce

Abstract:

Businesses that operate online understand the critical necessity of attracting and keeping customers in the current digital economy. Particularly in the face of fierce competition, businesses are continuously looking for innovative and creative ways to draw in and retain the interest of their target clientele as e-commerce platforms proliferate. In recent years, gamification the process of introducing game-like aspects and mechanisms into non-gaming contexts has grown in popularity as a marketing strategy. Therefore, the present research aimed at investigating how gamification affects marketing via increasing engagement levels and loyalty. The present research is descriptive in nature and makes use of primary data collected with the help if questionnaire survey method from 150 respondents from India making use of google forms. The collected data is analyzed and hypothesis are tested making use of Kruskal-Wallis test, Chi-square test, Anova and Spearman’s rank correlation. The study revealed that Gender has no effect & Income affects shopping frequency on Amazon. The frequency of gamification engagement, enhances their shopping experience making it more enjoyable and getting them more connected to Amazon. All game mechanics of Amazon tend to generate similar engagement, Funzone Quiz/Puzzles and Coupons/Discounts have low impact on purchase intentions. Ease of participation in game mechanics & Lack of Meaningful reward affects their preference for Amazon. The user’s connection with Amazon leads to recommend the platform to their friends and family members.

Keywords

Gamification, Marketing, Consumer Engagement, Brand Loyalty, Consumer Behavior, Purchase Intentions

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 4. 4. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 26. 5. 2025
• Vedoucí: Ing. Tereza Balcarová, Ph.D.
• Oponent: Veronika Zajíčková, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
Business Administration