How gamification elements benefit brand love: the moderating effect of immersion

PurposeA gamification approach uses game components in non-game services to increase customer engagement and loyalty. This study aims to investigate the relationships between gamification elements, customer engagement, immersion and brand love.Design/methodology/approachUsing the most popular gamification feature in Indonesian e-commerce, namely Shopee Games. The Snowball sampling technique was used. The data were collected from 355 Indonesians who played Shopee Games. AMOS 28.0 was used to analysis on the data.FindingsThe gamification elements of challenges, points and enjoyment positively influence customer engagement. Moreover, customer engagement positively influences brand love, which is increased by the moderation of immersion. In addition, customer engagement mediates the relationships between the gamification elements of challenges, points, enjoyment and brand love.Originality/valueThis study identifies the critical elements of gamification in e-commerce platforms. In addition, based on the S-O-R model, this study contributes to research on how customer engagement plays an intermediate variable in the gamification-brand relationship. As conceptual and empirical research on this topic is still underdeveloped, this study provides fresh insights into gamification-oriented brand marketing practices. It offers significant theoretical and managerial implications from an integrated perspective.