Shopee's Gamification: Combating Ad Fatigue and Boosting Engagement Among Gen Z

Low, Eve Zhi E (2024) Shopee's Gamification: Combating Ad Fatigue and Boosting Engagement Among Gen Z. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

In an era where digital interactions dominate, the pressure is on brands to create ads that capture and hold the attention of Gen Z, a demographic known for its short attention span. This study explores the dynamic impact of gamified advertisements on social media platforms and examines whether they hold the key to breaking through the clutter. The goal of this research is to uncover how gamification strategies influence Gen Z’s purchasing decisions, effectiveness of gamified ads in combating ad fatigue, and Gen Z’s brand perceptions on Shopee in building brand image online. Through focus group discussions with urban Malaysian Gen Z participants, this study identifies the gamified elements that spark engagement and foster a deeper connection with the brand. The findings suggest that when implemented effectively, gamified ads transform passive viewing into interactive experiences, significantly enhancing brand loyalty and encouraging purchase behaviour. Participants revealed that the fun and rewarding nature of gamification encourages active participation, making ads feel less intrusive and more aligned with their interests. This research argues that gamified advertisements are not just a passing trend but a powerful tool for brands looking to create lasting relationships with the digitally savvy Gen Z. Brands that master the art of gamification could transform ad fatigue into meaningful consumer interactions, solidifying their position in the competitive digital landscape.