GAMIFICATION IN DIGITAL MARKETING: IMPACT ON ENGAGEMENT AND BRAND PERCEPTION IN THE REPUBLIC OF MOLDOVA

Abstract

This article analyzes the impact of gamification on consumer engagement and brand perception in the digital market of the Republic of Moldova. The research highlights the fact that digital engagement is a multidimensional construct, encompassing cognitive, emotional, and behavioral components that define the user’s relationship with the brand. Although the success of these strategies depends on the player’s personality and the maturity of the digital market, the local specialized literature remains underdeveloped. The theoretical analysis demonstrates that maximum impact on the brand is facilitated by active engagement, transforming the brand into a strategic intangible asset designed to generate sustained competitive advantages.  Based on international literature and local studies, gamification mechanisms—such as surveys, badges, points, and leaderboards—are examined as incentives for engagement and as generators of positive perceptions. Empirical research, conducted via an online questionnaire on a sample of 200 active internet users (aged 18–45), reveals a strong correlation between gamification and engagement (r = 0.62) and a moderate correlation between engagement and brand perception (r = 0.57). The results suggest that the effect of gamification is partially mediated by engagement, and the 18–25 age group is the most receptive, offering opportunities for personalized digital campaigns. Finally, the paper argues that game mechanics must be integrated ethically to optimize marketing results and build a solid reputation, thereby providing a necessary foundation for future empirical studies in the Republic of Moldova.