Gamification in Digital Marketing: Examining the Effectiveness of Gamification Strategies in User Engagement
Hyvärinen, Sini (2026)
2026
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202602112575
https://urn.fi/URN:NBN:fi:amk-202602112575
Tiivistelmä
This Bachelor’s thesis examines the effectiveness of gamification strategies in digital marketing, with a focus on user engagement in e-commerce platforms and mobile applications. The aim of the study was to explore how different gamification elements influence user interaction, motivation, user experience, and perceptions of sustainability, while also considering potential negative effects such as overconsumption.
The study was conducted using a quantitative research approach. Primary data were collected through an online survey distributed to users with prior experience of gamified digital marketing campaigns. The data collected were analyzed using descriptive and inferential statistical methods, including measures of central tendency, dispersion, and correlation analysis. The theoretical framework of the study was based on Self-Determination Theory, Flow Theory, and the Technology Acceptance Model, which provided a foundation for examining motivational, experiential, and usability-related aspects of gamification.
The findings indicate that gamification has a moderate but positive influence on user engagement, particularly through progress-based and reward-oriented elements. Enjoyment, perceived ease of use, and satisfaction with progress were strongly associated with engagement-related behaviors such as participation in tasks and willingness to recommend platforms. Competitive elements produced mixed responses, and frequent use of gamified platforms did not necessarily result in deeper engagement. In terms of sustainability, gamification was not found to strongly encourage overconsumption, while sustainability-oriented rewards showed potential in supporting more responsible user behavior.
The results suggest that gamification can effectively support user engagement when implemented in a user-centric and ethically conscious manner. Emphasizing enjoyment, usability, and meaningful incentives appears to be more effective than relying on frequency-based engagement alone. The study highlights the importance of intentional design choices in maximizing the positive outcomes of gamified digital marketing.
The study was conducted using a quantitative research approach. Primary data were collected through an online survey distributed to users with prior experience of gamified digital marketing campaigns. The data collected were analyzed using descriptive and inferential statistical methods, including measures of central tendency, dispersion, and correlation analysis. The theoretical framework of the study was based on Self-Determination Theory, Flow Theory, and the Technology Acceptance Model, which provided a foundation for examining motivational, experiential, and usability-related aspects of gamification.
The findings indicate that gamification has a moderate but positive influence on user engagement, particularly through progress-based and reward-oriented elements. Enjoyment, perceived ease of use, and satisfaction with progress were strongly associated with engagement-related behaviors such as participation in tasks and willingness to recommend platforms. Competitive elements produced mixed responses, and frequent use of gamified platforms did not necessarily result in deeper engagement. In terms of sustainability, gamification was not found to strongly encourage overconsumption, while sustainability-oriented rewards showed potential in supporting more responsible user behavior.
The results suggest that gamification can effectively support user engagement when implemented in a user-centric and ethically conscious manner. Emphasizing enjoyment, usability, and meaningful incentives appears to be more effective than relying on frequency-based engagement alone. The study highlights the importance of intentional design choices in maximizing the positive outcomes of gamified digital marketing.