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The role of gamification in shaping the brand loyalty of Generation Z consumers
The study investigated the role of gamification in shaping the brand loyalty of Generation Z consumers in the South African context. Generation Z is known to be a demographic that is digitally savvy and wants innovative brand interactions. The study examined different brands that adopted gamificatio...
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| Format: | Thesis |
| Language: | English English |
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Graduate School of Business (GSB)
2026
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| _version_ | 1867613280768360448 |
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| access_status_str | Open Access |
| author | Weits, Elkin |
| author2 | Ferreira, Caitlin |
| author_browse | Ferreira, Caitlin Weits, Elkin |
| author_facet | Ferreira, Caitlin Weits, Elkin |
| author_sort | Weits, Elkin |
| collection | Thesis |
| description | The study investigated the role of gamification in shaping the brand loyalty of Generation Z consumers in the South African context. Generation Z is known to be a demographic that is digitally savvy and wants innovative brand interactions. The study examined different brands that adopted gamification and created brand loyalty, consumer engagement, and the extrinsic and intrinsic motivational factors that drove brand interactions among South African Generation Z consumers. The study was guided by the self-determination theory by Ryan and Deci (2000) which looks at intrinsic motivation through the psychological needs for autonomy, competence and relatedness. The research employed a qualitative approach whereby 15 South African Generation Z participants were interviewed through semi-structured interviews. The study also adopted a phenomenological design to capture the lived experiences of South African Generation Z with gamification in their brand interactions. The study used a thematic analysis to extract insights from the engagement, loyalty and motivational drivers of South African Generation Z from their lived experiences with gamification. The findings of the study revealed that gamification fosters emotional, behavioural and cognitive engagement with brands, which shapes brand loyalty. Extrinsic motivation through monetary value from gamification were primary drivers of motivation, while competence, relatedness and autonomy were drivers of intrinsic motivation. The study concluded that gamification strategies of brands can enhance both extrinsic and intrinsic motivation of Generation Z. Brands therefore have to adopt tangible rewards with intrinsic motivators to sustain engagement with Generation Z consumers. The research contributes to the literature of gamification and brand loyalty, in an underexplored South African Generation Z market. The study offers practical insights for practitioners to leverage gamification to meet the unique consumer preferences of Generation Z, and serves as a foundation for future studies on gamification and marketing in South Africa. |
| format | Thesis |
| id | oai:open.uct.ac.za:11427/42765 |
| institution | University of Cape Town (South Africa) |
| language | English eng |
| last_indexed | 2026-06-10T12:33:37.862Z |
| license_str | Not specified — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UCTD — University of Cape Town Open Access Repository |
| publishDate | 2026 |
| publishDateRange | 2026 |
| publishDateSort | 2026 |
| publisher | Graduate School of Business (GSB) |
| publisherStr | Graduate School of Business (GSB) |
| record_format | dspace |
| source_str | UCTD — University of Cape Town Open Access Repository |
| spelling | oai:open.uct.ac.za:11427/42765 The role of gamification in shaping the brand loyalty of Generation Z consumers Weits, Elkin Ferreira, Caitlin Brand Loyalty Consumer Engagement Gamification Motivation Generation Z The study investigated the role of gamification in shaping the brand loyalty of Generation Z consumers in the South African context. Generation Z is known to be a demographic that is digitally savvy and wants innovative brand interactions. The study examined different brands that adopted gamification and created brand loyalty, consumer engagement, and the extrinsic and intrinsic motivational factors that drove brand interactions among South African Generation Z consumers. The study was guided by the self-determination theory by Ryan and Deci (2000) which looks at intrinsic motivation through the psychological needs for autonomy, competence and relatedness. The research employed a qualitative approach whereby 15 South African Generation Z participants were interviewed through semi-structured interviews. The study also adopted a phenomenological design to capture the lived experiences of South African Generation Z with gamification in their brand interactions. The study used a thematic analysis to extract insights from the engagement, loyalty and motivational drivers of South African Generation Z from their lived experiences with gamification. The findings of the study revealed that gamification fosters emotional, behavioural and cognitive engagement with brands, which shapes brand loyalty. Extrinsic motivation through monetary value from gamification were primary drivers of motivation, while competence, relatedness and autonomy were drivers of intrinsic motivation. The study concluded that gamification strategies of brands can enhance both extrinsic and intrinsic motivation of Generation Z. Brands therefore have to adopt tangible rewards with intrinsic motivators to sustain engagement with Generation Z consumers. The research contributes to the literature of gamification and brand loyalty, in an underexplored South African Generation Z market. The study offers practical insights for practitioners to leverage gamification to meet the unique consumer preferences of Generation Z, and serves as a foundation for future studies on gamification and marketing in South Africa. 2026-01-30T07:33:32Z 2026-01-30T07:33:32Z 2025 2026-01-30T07:31:18Z Thesis / Dissertation Masters MSc http://hdl.handle.net/11427/42765 en eng application/pdf Graduate School of Business (GSB) Faculty of Commerce University of Cape Town |
| spellingShingle | Brand Loyalty Consumer Engagement Gamification Motivation Generation Z Weits, Elkin The role of gamification in shaping the brand loyalty of Generation Z consumers |
| thesis_degree_str | Master's |
| title | The role of gamification in shaping the brand loyalty of Generation Z consumers |
| title_full | The role of gamification in shaping the brand loyalty of Generation Z consumers |
| title_fullStr | The role of gamification in shaping the brand loyalty of Generation Z consumers |
| title_full_unstemmed | The role of gamification in shaping the brand loyalty of Generation Z consumers |
| title_short | The role of gamification in shaping the brand loyalty of Generation Z consumers |
| title_sort | role of gamification in shaping the brand loyalty of generation z consumers |
| topic | Brand Loyalty Consumer Engagement Gamification Motivation Generation Z |
| url | http://hdl.handle.net/11427/42765 |
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