The Role of Gamification in Marketing in Enhancing Brand Loyalty through Customer Engagement: An Applied Study on the E-Commerce Sector in Saudi Arabia

This study examines the influence of gamification on brand loyalty, mediated by customer engagement, within the e-commerce sector in Saudi Arabia. Grounded in relationship marketing and self-determination theory, the research conceptualizes gamification as a multidimensional construct comprising fun, rewards, competition, and storytelling. A quantitative approach was adopted, and data were collected using a structured questionnaire from 384 online shoppers familiar with gamified e-commerce platforms. The study employed the partial least squares structural equation modeling (PLS-SEM) technique via SmartPLS 4.0 to assess both measurement and structural models. The findings indicated that gamification exerts a substantial and favorable impact on customer engagement (β = 0.687, p < 0.01) and brand loyalty (β = 0.385, p < 0.01). Furthermore, consumer engagement is a strong predictor of brand loyalty (β = 0.480, p < 0.01) and partially mediates the association between gamification and brand loyalty (β = 0.330, p < 0.01).
These findings support the notion that gamification strategies not only increase user interaction but also foster emotional and behavioral engagement that translates into stronger loyalty to the brand. The study contributes to the theoretical understanding of gamification's role in marketing by highlighting its indirect pathways of influence. From a practical perspective, the findings provide actionable insights for marketers in the e-commerce domain aiming to build long-term customer relationships through engaging gamified experiences. The research also aligns with Saudi Vision 2030 by promoting digital innovation and enhancing customer satisfaction in the retail sector.