Exploration of the Use of Gamification in the Social Media Strategies of Moroccan Brands

Abstract

This article examines the role of gamification in social media strategies of brands in Morocco. It focuses on how gamification can engage consumers and enhance brand strategies in the digital age. A qualitative analysis is presented, based on interviews with marketing professionals, to understand their views on gamification in the context of social media. The paper explores the origins and definitions of gamification, the theories underpinning its effectiveness, and the challenges and opportunities brands face when implementing gamification experiences. The findings suggest that gamification can significantly increase user engagement and contribute to brand awareness and loyalty. However, challenges such as measuring the real impact of these strategies on sales, dealing with fake account participation, or bridging the gap between reach and engagement are highlighted. The article emphasizes the need for brands to adopt a strategic approach to gamification, aligning it with broader marketing objectives and continuously refining strategies based on specific experiences. Future research directions include expanding the study to other cultural contexts and developing tools to accurately assess the impact of gamified initiatives on engagement and revenue.

Keywords: Gamification – customer engagement – social media marketing – qualitative approach

JEL Classification: M31

Paper type: Empirical research