<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1665-6423</journal-id>
<journal-title><![CDATA[Journal of applied research and technology]]></journal-title>
<abbrev-journal-title><![CDATA[J. appl. res. technol]]></abbrev-journal-title>
<issn>1665-6423</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional Autónoma de México, Instituto de Ciencias Aplicadas y Tecnología]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1665-64232025000100094</article-id>
<article-id pub-id-type="doi">10.22201/icat.24486736e.2025.23.1.2592</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Investigating the impact of gamification on customer engagement, brand loyalty and purchase intent in marketing]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Punwatkar]]></surname>
<given-names><![CDATA[S.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
<xref ref-type="aff" rid="Aaf"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Verghese]]></surname>
<given-names><![CDATA[M.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Royal College of Engineering and Technology Department of Management Studies ]]></institution>
<addr-line><![CDATA[Bhilai Chhattisgarh]]></addr-line>
<country>India</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,GD Rungta College of Science &amp; Technology Department of Commerce &amp; Management ]]></institution>
<addr-line><![CDATA[Bhilai Chhattisgarh]]></addr-line>
<country>India</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Royal College of Engineering and Technology Department of Management Studies ]]></institution>
<addr-line><![CDATA[Bhilai Chhattisgarh]]></addr-line>
<country>India</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2025</year>
</pub-date>
<volume>23</volume>
<numero>1</numero>
<fpage>94</fpage>
<lpage>102</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S1665-64232025000100094&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S1665-64232025000100094&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S1665-64232025000100094&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Gamification has evolved as a potent method for engaging and motivating consumers in today's dynamic market scenario. This research report investigates the impact of gamification on customer purchasing intentions to determine its current relevance. This study investigates the subtle links between gamification aspects, user engagement, brand loyalty, and consumer purchasing intentions using partial least squares structural equation modelling (PLS-SEM). Gamification is an important technique in modern marketing approaches because of its capacity to captivate and incentivize people. The survey included 300+ individuals from Durg and Raipur, Chhattisgarh's two major districts, representing a broad demographic. The findings show that gamification has a large indirect effect on customer engagement, which in turn affects brand loyalty and eventually shapes the customer&#8217;s buying intentions. This study emphasises the critical significance of gamification in altering customer behaviour and the relevance of promoting user engagement and brand Loyalty to drive purchasing decisions. Gamification strategy emerges as a powerful force in the contemporary marketing landscape, with the potential to affect the entire customer journey, as firms seek novel methods to connect with consumers.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Gamification in marketing]]></kwd>
<kwd lng="en"><![CDATA[customer engagement]]></kwd>
<kwd lng="en"><![CDATA[brand loyalty]]></kwd>
<kwd lng="en"><![CDATA[customer buying intentions]]></kwd>
</kwd-group>
</article-meta>
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