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    THE IMPACT OF GAMIFICATION ON BRAND LOYALTY IN TURKISH ONLINE RETAIL PLATFORMS
    (Sivas Cumhuriyet Üniversitesi, 2026) Akbaba, Azer; Meydanoğlu, Ela Sibel Bayrak; Tuğer, Ahmet Tuğrul
    Digitalization reshapes digital customer experience in e-tailing, and with the use of digital game elements to enhance products, brands, and services by creating engaging experiences, gamification serves as a key supporter of customer engagement and loyalty. This study examines the impact of gamification on brand loyalty within Turkish e-tailing platforms. Based on the Stimulus–Organism–Response (S-O-R) framework, the study develops and tests a complete model with data collected from 156 e-shoppers. In the theoretical framework, gamification features are viewed as stimuli, the cognitive, emotional, and social dimensions of brand engagement are considered the organism, and brand loyalty is the response. The research quantitatively tests a conceptual model that proposes gamification elements positively influence social, emotional, and cognitive dimensions of brand engagement, thereby enhancing brand loyalty. Additionally, it examines the mediating role of each brand engagement dimension and the potential direct effect of gamification on brand loyalty. The findings reveal that gamification has a significant influence on all three dimensions of brand engagement, with the most substantial effect observed on social engagement. Among the engagement dimensions, only emotional engagement significantly predicts brand loyalty, while cognitive and social engagement show no significant effects. Gamification has a modest but significant direct impact on brand loyalty, indicating that its influence on loyalty works both directly and indirectly—primarily through enhancing emotional engagement. By focusing on the Turkish e-commerce market and breaking down brand engagement into its sub-dimensions, this research makes significant theoretical contributions to the gamification literature and provides valuable insights for online retail platforms seeking to foster long-term customer relationships. From a managerial perspective, these findings provide practical guidance for online retail managers and marketing professionals, suggesting that gamification strategies should prioritize emotional engagement mechanisms—such as enjoyment, excitement, and affective attachment—rather than relying solely on rational or social stimuli to foster brand loyalty.