MEASURING THE EFFECTIVENESS OF GAMIFICATION ACTIVITIES TO IMPROVE BRAND AWARENESS AND INCREASE SALES FOR MARON JEWELRY
Keywords:
Gamification, Brand Awareness, , Self-Determination Theory, AIDA Model, Jewelry BusinessAbstract
This research, titled "Measuring the Effectiveness of Gamification Activities in Enhancing Brand Awareness and Increasing Sales of Maron Jewelry," aims to examine the effectiveness of gamification in building brand awareness and influencing consumers' purchasing decisions. The case study focuses on Maron Jewelry, a medium-sized jewelry brand that emphasizes digital marketing through social media. The featured activity is a mock-up game titled “Full Bloom”, designed based on core gamification principles—such as rewards, progressive difficulty levels, and emotionally engaging content—to encourage continuous user engagement and motivation. Data were collected through in-depth interviews with participants aged 30–45 who have an interest in jewelry and have interacted with the Maron Jewelry Facebook page. The data were analyzed using thematic analysis.
The results reveal that the “Full Bloom” activity had a positive impact on brand awareness, emotional connection with the brand, and purchasing behavior. It successfully captured attention, stimulated engagement, and triggered both intrinsic and extrinsic motivation. These outcomes align with the AIDA model, which outlines the customer journey from attention to action, and Self-Determination Theory, which highlights the importance of autonomy, competence, and relatedness in driving user motivation. The study suggests that integrating gamification with content marketing strategies can significantly enhance brand communication and foster sustainable long-term relationships with consumers, offering a model adaptable for other jewelry businesses in the future.
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