Beyond Engagement: Examining the Effects of Brand Love and Gamification Marketing on Hedonic and Utilitarian Value in Roblox

Abstract

Gamification marketing has become an important strategy for strengthening consumer– brand relationships in immersive digital environments. However, limited empirical research has examined how gamified brand experiences in Roblox influence consumers’ hedonic motivation and utilitarian value through brand-related psychological responses. This study investigates the effects of brand engagement, brand love, and gamification marketing on hedonic motivation and utilitarian value in Roblox-based brand interactions. A quantitative survey was conducted with 100 Roblox users, and the data were analyzed using Partial Least Squares Structural Equation Modelling (PLS- SEM). The results show that brand engagement does not significantly influence hedonic motivation or utilitarian value, suggesting that interaction alone is insufficient to generate enjoyment or perceived usefulness. In contrast, brand love significantly enhances both hedonic motivation and utilitarian value, highlighting the importance of emotional attachment in shaping consumer experiences. Gamification marketing also has a significant positive effect on hedonic motivation, confirming the role of game design in promoting enjoyment and immersive participation. These findings contribute to gamification marketing literature by demonstrating that emotional attachment and experiential design are more influential than engagement alone in creating consumer value in virtual brand environments. The study also offers practical guidance for brands designing engaging and meaningful experiences in Roblox.