Gamification in digital marketing for e-commerce: a ‎review of strategies to boost engagement and sales

  • Authors

    • Nazik Saber Rashid AUAS
    • Subhi R. M. Zeebaree Energy Eng. Dept., Technical College of Engineering, Duhok Polytechnic University, Duhok, ‎Iraq‎

    Received date: February 17, 2025

    Accepted date: March 6, 2025

    Published date: March 11, 2025

    https://doi.org/10.14419/bfmn7r29
  • Gamification in Digital Marketing; E-Commerce Strategies; Customer Engagement; Brand Loyalty; ‎Ethical Design in Gamification; and Con-sumer Behavior Analysis.

  • Abstract

    Gamification has become an innovative and strategic approach within digital marketing, ‎particularly for e-commerce platforms striving to enhance customer engagement, drive sales, and ‎cultivate brand loyalty. Despite its growing adoption, the academic understanding of its ‎mechanisms, implications, and sustainability remains underexplored. This comprehensive review ‎integrates empirical evidence and theoretical perspectives to construct a robust framework for ‎evaluating gamification strategies in e-commerce. The analysis identifies pivotal elements leaderboards, challenges, and incentive structures and their influence on consumer behavior ‎across diverse contexts. Four overarching themes emerge: enhanced consumer loyalty, increased ‎purchase frequency, strengthened brand engagement, and the critical importance of ethical design. ‎Furthermore, the study underscores challenges such as sustaining long-term user commitment and ‎addressing ethical dilemmas related to transparency and manipulation. By offering practical ‎guidelines for implementation and illuminating areas for further inquiry, this research contributes to ‎the scholarly discourse on gamification as a dynamic tool in digital marketing. It establishes a ‎foundation for advancing its application in an ethically responsible and consumer-centric manner‎.

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  • How to Cite

    Saber Rashid, N. ., & R. M. Zeebaree , S. . (2025). Gamification in digital marketing for e-commerce: a ‎review of strategies to boost engagement and sales. International Journal of Scientific World, 11(1), 95-103. https://doi.org/10.14419/bfmn7r29

    Received date: February 17, 2025

    Accepted date: March 6, 2025

    Published date: March 11, 2025