Advances in Social Media Influence Marketing: Integrating Gamification, Social Commerce, and Live Shopping in the Digital Consumer Era

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Author(s): M. Irvanni Bahri (Institut Teknologi Batam, Indonesia), M. Y. Meinadia Sekar Kinanti Aswirawan (Universitas Pembagunan Nasional Veteran Yogyakarta, Indonesia), Devina Wistiasari (Institut Teknologi Batam, Indonesia)and Roni Adi (Institut Teknologi Batam, Indonesia)
Copyright: 2026
Pages: 36
Source title: Impacts of Digital Payment Systems on Marketing
Source Author(s)/Editor(s): Fatih Sahin (Bandirma Onyedi Eylul University, Turkey)
DOI: 10.4018/979-8-3373-4526-0.ch012

Keywords: Business & Management / Business Science Reference / Electronic Services / Marketing

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Abstract

The chapter discusses the integration of gamification, social commerce, and live shopping in social media marketing, revealing how brands and content creators are transforming consumer engagement and purchase behaviour in real-time. Gamification uses behavioural psychology to drive user participation and loyalty, social commerce facilitates seamless transactions within social environments, and live shopping transforms retail into immersive entertainment. Drawing on case studies, industry trends, and theoretical frameworks, the chapter highlights the psychological impacts, ethical considerations, and regulatory implications of this evolution. It proposes a metacommerce ecosystem where gamified interactions and live digital experiences define the future of online consumerism.

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Advances in Social Media Influence Marketing: Integrating Gamification, Social Commerce, and Live Shopping in the Digital Consumer Era

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