Published 2024-06-29
Keywords
- Gameful Experience, Customer Brand Engagement, Continued Engagement, Intention, Brand Loyalty, Millennials.
Abstract
In the dynamic landscape of digital marketing, engaging the ever-evolving millennial demographic has become a paramount concern for businesses. This paper explores the potential of online gamified experiences to effectively connect with Indian millennials, leveraging insights from the dynamic landscape of consumer engagement and the burgeoning popularity of online gaming in India. Drawing upon a comprehensive review of literature encompassing studies on gamification, consumer behavior, and marketing strategies, this research investigates the preferences, behaviors, and characteristics that define Indian millennials in the digital space. By examining existing gamification strategies deployed by businesses targeting this demographic, the study assesses their impact on customer engagement and loyalty. Furthermore, the research delves into the challenges and opportunities associated with implementing gamification in online customer interactions for effectively engaging Indian millennials. Through a descriptive research design and structured questionnaire administered to a sample size of 100 respondents in the twin cities, the study aims to analyze the influence of gamified experiences on customer engagement, retention, and loyalty among Indian millennials. The findings of this study provide actionable insights and best practices for businesses seeking to harness the power of online gamified experiences to forge stronger connections with Indian millennials and drive business growth in the competitive Indian marketplace. Despite limitations such as potential sampling bias and the cross-sectional nature of the research design, the study contributes valuable insights to academia, industry practitioners, and policymakers, fostering a deeper understanding of online consumer behavior and the evolving dynamics of digital marketing in India.