The Impact of Gamification on Brand Advocacy through the Mediating Role of Continuance Intention an Empirical Study in Egypt’s Online Retail Sector

Abstract

This study investigates the influence of gamification on continuance intention and brand advocacy within digital service platforms, particularly in the context of higher education and e-commerce. Drawing on the stimulus-organism-response (S-O-R) framework, the research explores how gamified elements—such as points, challenges, rewards, and progress tracking—act as stimuli that shape users’ psychological engagement and behavioral outcomes. Specifically, the study examines continuance intention as a mediating mechanism that links gamification to users' willingness to advocate for a brand or platform. A quantitative research design was employed using a structured questionnaire administered to 400 participants across Egyptian digital platforms. Measurement constructs were validated through established scales, and data were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings reveal that gamification has a significant and positive effect on both continuance intention and brand advocacy. Furthermore, continuance intention partially mediates the relationship between gamification and brand advocacy, indicating that users are more likely to promote a platform when they are continuously engaged through meaningful and enjoyable gamified experiences. The study contributes to the growing body of knowledge on gamified digital engagement by offering empirical support for the mediating role of continuance intention. It also provides practical insights for platform designers, marketers, and digital strategists seeking to foster user loyalty and advocacy through interactive and motivational design elements. Future research directions are proposed, including the need for longitudinal studies and cross-cultural validation to deepen the understanding of gamification's long-term behavioral impacts.