The Role of Gamification in Enhancing User Engagement on Social Media: A Usability Perspective

With social media platforms' evolution and widespread popularity, user engagement in online social interactions has become increasingly crucial. Many social media companies face new challenges due to the intense competition from short-form video apps. In response, numerous platforms have turned to gamification as a strategy to increase user retention and boost engagement. Gamification is widely regarded as an effective method for driving user engagement, with existing research focusing primarily on its effects on user motivation and emotional responses. However, the role of usability—a critical and systematic factor in assessing user experience—remains less examined in this context. This study addresses this gap by examining how usability influences the effectiveness of gamification on social media. Data were gathered from 306 participants via an online survey, and the proposed model and hypotheses were analyzed using SPSS 29. Findings reveal that gamification elements positively impact user engagement on social media. Furthermore, usability acts as a mediator between gamification and user engagement, significantly enriching the overall user experience.