GAMIFICATION AS A CATALYST FOR BRAND ENGAGEMENT AMONG YOUTHS IN SOUTHEAST NIGERIA: A SOCIO-CULTURAL PERSPECTIVE ON STRATEGIC MARKETING OUTCOMES

Abstract

In today’s digitally driven marketplace, gamification has emerged as a powerful tool for 
enhancing consumer engagement. The purpose of this study is to examine how gamification acts 
as a catalyst for brand engagement among youths in Southeast Nigeria, exploring the socio
cultural factors that influence strategic marketing outcomes. Grounded in consumer engagement 
theory, the research adopts a mixed-method approach, utilising simple random sampling to survey 
380 Indomie Noodles consumers aged 18–35 across five Southeastern Nigerian states, 
complemented by in-depth interviews with marketing professionals. Findings reveal that socio
cultural factors—particularly peer influence, collectivism, and traditional values—play a pivotal 
role in shaping the effectiveness of gamified marketing. Notably, family orientation exhibited a 
negative yet significant impact, indicating potential resistance to gamification among family
centric individuals. Among various gamification elements, rewards, leaderboards, and progress 
tracking significantly enhanced brand engagement, while competitions, badges, and challenges 
showed no notable effect. The study recommends that marketers align gamification strategies 
with cultural values, emphasizing communal motivators over individualistic or competitive 
features. Prioritizing tangible incentives and progress-based elements is essential for sustaining 
user interaction and maximizing brand loyalty.