Manuscript Details - IJARW2588

ManuScript Details
Paper Id: IJARW2588
Title: ENHANCING CUSTOMER ENGAGEMENT AND LOYALTY THROUGH SOCIAL GAMIFICATION MECHANISMS IN E-COMMERCE PLATFORMS
Published in: International Journal Of All Research Writings
Publisher: IJARW
ISSN: 2582-1008
Volume / Issue: Volume 6 Issue 11
Pages: 8
Published On: 5/9/2025 9:55:35 PM      (MM/dd/yyyy)
Main Author Details
Name: Nguyen Thi Phuong Thao
Institute: Ho Chi Minh City University of Banking, Vietnam
Co - Author Details
Author Name Author Institute
Abstract
Research Area: marketing
KeyWord: Social Gamification, Flow Theory, Customer Engagement, Loyalty, E-commerce, Digital Trust
Abstract: This study investigates how social gamification mechanisms can effectively enhance customer engagement and long-term loyalty within e-commerce platforms. While much of the existing literature focuses on transactional behavior such as purchase intention, our research emphasizes psychological engagement through the lens of Flow Theory. Specifically, it examines how experiences of enjoyment, immersion, and time distortion during gamified activities influence user loyalty. Social gamification elements—such as collaborative missions, peer-to-peer challenges, and leaderboards—are proposed to trigger these immersive states. Data collected from 420 active users of gamified e-commerce apps in Southeast Asia support a structural model where the Flow Experience mediates the effect of social gamification on customer loyalty. Moreover, digital trust significantly moderates this relationship, suggesting that transparent and secure digital environments can amplify the impact of gamified engagement strategies. The study offers practical insights for designers and marketers aiming to leverage emotional and social dimensions of gamification to drive sustainable user retention.
Citations
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IEEE
Nguyen Thi Phuong Thao, "ENHANCING CUSTOMER ENGAGEMENT AND LOYALTY THROUGH SOCIAL GAMIFICATION MECHANISMS IN E-COMMERCE PLATFORMS", International Journal Of All Research Writings, vol. 6, no. 11, pp. 259-266, 2025.
MLA Nguyen Thi Phuong Thao "ENHANCING CUSTOMER ENGAGEMENT AND LOYALTY THROUGH SOCIAL GAMIFICATION MECHANISMS IN E-COMMERCE PLATFORMS." International Journal Of All Research Writings, vol 6, no. 11, 2025, pp. 259-266.
APA Nguyen Thi Phuong Thao (2025). ENHANCING CUSTOMER ENGAGEMENT AND LOYALTY THROUGH SOCIAL GAMIFICATION MECHANISMS IN E-COMMERCE PLATFORMS. International Journal Of All Research Writings, 6(11), 259-266.
ENHANCING CUSTOMER ENGAGEMENT AND LOYALTY THROUGH SOCIAL GAMIFICATION MECHANISMS IN E-COMMERCE PLATFORMS
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ENHANCING CUSTOMER ENGAGEMENT AND LOYALTY THROUGH SOCIAL GAMIFICATION MECHANISMS IN E-COMMERCE PLATFORMS

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