THE RELATIONSHIP BETWEEN GAMIFICATION MARKETING AND GEN Z SUSTAINABLE DECISION: ROLE OF CUSTOMER EXPERIENCE

  • Hoa Thi Hoang
  • Ngo Van Quang
  • Dang Ngoc Cham
Keywords: Sustainable decision, gamification marketing activities, social presence, customer experience, Gen Z.

Abstract

Clarifying the intermediate impact of consumer experiences on the
relationship between gamification marketing activities and Sustainable
Decisions within the scope of research in the Hanoi area targeting Generation
Z (Gen Z). Utilizing basic theories of social presence and inheriting research
values from scientists and authors, the authors construct a high-level research
model. Through SmartPLS4 software with 372 research samples, the
conclusion is drawn to clarify the intermediary role of consumer experiences.
The research results serve as both a theoretical contribution and practical
content for firms in the content marketing market. By recognizing the pivotal
influence of consumer experiences, related firms can tailor their marketing
strategies more effectively, enhancing consumer engagement and fostering
sustainable decision-making practices.

điểm /   đánh giá
Published
2025-01-21
Issue
Tập 60. Số 11E (2024)
Section
KINH TẾ-XÃ HỘI