The Impact of Gamification on Brand Engagement and Loyalty: A Study of Brand Events | ||||
| Journal of Design Sciences and Applied Arts | ||||
| Article 3, Volume 6, Issue 1, January 2025, Page 38-62 PDF (1.65 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/jdsaa.2024.263760.1396 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Nermeen Abdel Halim 
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| Advertising Department- The Higher Institute for Applied Arts - 5th Compound- Egypt | ||||
| Abstract | ||||
| Gamification has gained popularity in various fields, including marketing and brand engagement, as it taps into the inherent human desire for competition, achievement, and reward. The use of gamification strategies at branding events can facilitate emotional and physical interaction with the brand, creating a more interactive and entertaining experience for the audience. This ultimately leads to increased brand awareness, emotional attachment, and loyalty to the brand. The research problem focuses on identifying innovative approaches to create brand events that effectively engage the audience, Furthermore, it aims to comprehend how gamification techniques can promote both emotional and physical interactions with brands, thereby fostering greater brand loyalty and awareness. The importance of this study lies in the need to adapt to evolving trends and utilize contemporary methods and technologies to enhance audience engagement and brand awareness during the brand's events. The researcher assumes that using gamification tools in events increases audience interaction, which leads to increased brand awareness. The research follows the descriptive approach, collecting information to build a theoretical framework based on previous studies and applying an analytical study to Temmys Egypt as a brand that relied on implementing gamification strategies in its brand events. The research tools include a survey of a sample of 50 recipients to assess the impact of gamification on audience interaction, brand awareness, and loyalty. The research concludes that by applying gamification in events, brands can enhance a deeper connection with their target audience, creating an emotional link that increases loyalty and brand awareness. | ||||
| Keywords | ||||
| Gamification; Brand loyalty; Brand Engagement | ||||
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