| Summary: | Gamification has emerged as a popular approach to use a virtual platform in combination with
social media and other emerging digital platforms to enhance brand engagement. We
investigate the focal roles of co-creation and brand love in the impact of brand engagement on
brand loyalty and advocacy in a gamified online retailing platform. We use a multi-method
approach with two consumer surveys (Gen Y=389 and Gen Z= 496) and a sentiment analysis
of user-generated content with tweets about gamification in the context of online retailing.
Results confirm a positive link for social and emotional (but not cognitive) brand engagement
with value co-creation. Brand love is positively associated with both brand advocacy and
loyalty. Finally, brand trust fully moderates the relationship between value co-creation and
brand love. Besides adding to the current research on brand love, gamification, and consumer
brand engagement, these findings also provide useful insights to online retailers for using
gamification to drive their customer engagement and value co-creation efforts to create brand
love that in turn would lead to customer loyalty and advocacy.
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