The Influence of Facebook Marketing Using Gamification on Consumers Purchase Intention

Social media marketing is one of the most famous communication channels between business and consumers by conducting marketing activities to attract the target group. Moreover, business can create interactions on social media by applying the gamification concept with their marketing activities. Gamification, which is the application of game elements, aims at developing customer’s engagement level and enhancing the competitive advantages for businesses. Therefore, the purpose of this study is to investigate factors increasing the customers’ intention to purchase products and to engage in gamified Facebook marketing, based on three well-known theories. The data are collected from 300 Facebook users who are exposed to the gamified Facebook marketing. Structural equation modeling is used to test the concordance between hypotheses and the structural model. The contributions of this paper are indicating the influential factors that drive customers’ intention to purchase products and to engage in gamified activities