ManuScript Details
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Paper Id:
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IJARW2588
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Title:
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ENHANCING CUSTOMER ENGAGEMENT AND LOYALTY THROUGH SOCIAL GAMIFICATION MECHANISMS IN E-COMMERCE PLATFORMS
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| Published in: |
International Journal Of All Research Writings |
| Publisher: |
IJARW |
| ISSN: |
2582-1008 |
| Volume / Issue: |
Volume 6 Issue 11 |
| Pages: |
8
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| Published On: |
5/9/2025 9:55:35 PM (MM/dd/yyyy) |
Main Author Details
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Name:
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Nguyen Thi Phuong Thao |
| Institute: |
Ho Chi Minh City University of Banking, Vietnam |
Co - Author Details
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Author Institute |
Abstract
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Research Area:
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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
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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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.
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MLA
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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.
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APA
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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.
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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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