تجربه دیجیتال مصرف‌کنندگان نسل Z در دیجی‌کالا: کاوش در تأثیر گیمفیکیشن و بازاریابی رسانه‌های اجتماعی بر دلبستگی به برند

Digital Experience of Generation Z Consumers on Digikala: Exploring the Impact of Gamification and Social Media Marketing on Brand Attachment





Introduction

In today’s highly competitive digital marketplace, creating and maintaining deep and sustainable relationships between consumers and brands has become one of the most significant challenges for organizations. With the rapid growth of e-commerce and the increasing prevalence of online interactions, the digital consumer experience has emerged as a key factor influencing consumers’ attitudes, emotions, and behavioral intentions toward brands. In this context, e-commerce platforms such as Digikala, one of the leading online retail platforms in Iran, play a significant role in shaping users’ digital experiences and fostering emotional connections between consumers and brands. In recent years, Generation Z has become one of the most influential consumer segments in digital markets. This generation, having grown up alongside digital technologies and social media, demonstrates behavioral patterns and expectations that differ substantially from those of previous generations. They show a stronger preference for interaction, participation, and engaging experiences in online environments. As a result, tools such as social media marketing and Gamification can play a crucial role in attracting and retaining their attention. Social media marketing enables brands to create closer relationships with their audiences through interactive communication, engaging content and two-way interactions with users. This form of marketing not only increases brand awareness but can also strengthen consumers’ sense of belonging and emotional attachment to brands. On the other hand, Gamification defined as the application of game elements and mechanics in non-game contexts can enhance user experience and increase user engagement. The use of elements such as points, badges, rewards, and competition can motivate users to interact more actively with platforms and brands. Despite the growing importance of these tools in digital marketing, there is still limited understanding of how social media marketing and Gamification jointly influence brand attachment, particularly among Generation Z users within e-commerce platforms. In addition, the rapid growth of e-commerce in emerging digital markets such as Iran has intensified competition among online platforms to attract and retain younger consumers. Understanding how interactive marketing tools influence the attitudes and emotional responses of Generation Z users can help online retailers design more effective engagement strategies and enhance long-term customer relationships in digital marketplaces. Therefore, this study aims to investigate the impact of social media marketing on brand attachment while considering the moderating role of Gamification among Generation Z users of the Digikala platform



Methodology

This research is applied in purpose and descriptive–causal (survey-based) in method. The statistical population consists of all Generation Z users (18–26 years old) of the Digikala platform. Considering the large number of Digikala users, the population was regarded as unlimited. The sample size was determined to be 384 respondents using Cochran’s formula for an infinite population with a 95% confidence level. The sampling method employed in this study was convenience sampling. Data were collected through a standardized questionnaire. The validity of the measurement instrument was assessed and confirmed through confirmatory factor analysis (CFA). To evaluate the reliability of the questionnaire, Cronbach’s alpha coefficient was calculated, which exceeded the acceptable threshold of 0.70 in a pilot study conducted with 30 respondents. For data analysis, both descriptive and inferential statistical methods were applied using SPSS and SmartPLS software.



Results

The findings indicated that social media marketing significantly influences consumer brand attachment among Gen Z users of Digikala. Moreover, Gamification demonstrated a positive and significant moderating effect on the relationship between social media marketing and consumer brand attachment. The results of this study assist Digikala’s marketing managers in developing more effective strategies to enhance brand attachment among Generation Z by providing a deeper understanding of the synergistic impact of Gamification and social media marketing.





Conclusion

These findings suggest that digital platforms and online retailers should go beyond traditional promotional strategies and focus on creating interactive and entertaining experiences for users, particularly for Generation Z who value participation and engagement in digital environments. Integrating Gamification elements with social media marketing strategies can increase user involvement, improve customer experience, and foster stronger emotional bonds with the brand. From a managerial perspective, the results provide practical insights for marketing managers and digital platform designers. By strategically incorporating gamified features and interactive social media campaigns, companies can enhance customer engagement and build long-term relationships with younger consumers. Future research may further explore other psychological and behavioral factors that influence brand attachment in digital platforms and examine these relationships in different cultural and technological contexts.



Keywords: Consumer Digital Experience, Social Media Marketing, Consumer Brand Attachment, Gamification