The relationship between gamification marketing and Gen Z sustainable decision: Role of customer experience

Clarifying the intermediate impact of consumer experiences on the relationship between gamification marketing activities and Sustainable Decisions within the scope of research in the Hanoi area targeting Generation Z (Gen Z).Utilizing basic theories of social presence and inheriting research values from scientists and authors, the authors construct a high-level research model.Through SmartPLS4 software with 372 research samples, the conclusion is drawn to clarify the intermediary role of consumer experiences.The research results serve as both a theoretical contribution and practical content for firms in the content marketing market.By recognizing the pivotal influence of consumer experiences, related firms can tailor their marketing strategies more effectively, enhancing consumer engagement and fostering sustainable decision-making practices.