Gamified FOMO and Brand Experience Influence on Gen Z Sports Apparel Compulsive Buying

As digitalization reshapes consumer engagement, brands in competitive industries like sports apparel are increasingly deploying gamification to attract Generation Z. This study investigates the impact of gamification on brand experience and its subsequent influence on compulsive buying among this digitally native demographic, also considering the role Fear Of Missing Out (FOMO). This study employs a quantitative approach, collecting data from 308 Gen Z respondents who have interacted with gamified platforms of their preferred sports brands. Structural Equation Modeling (SEM) using SmartPLS (4.1.0.9) is applied for data analysis. The findings reveal that gamification significantly enhances brand experience, fostering a harmonious brand passion that positively predicts compulsive buying. Furthermore, results show that while FOMO is a direct antecedent to compulsive buying, gamification does not significantly moderate this relationship. Conversely, gamification was found to strengthen the link between brand experience and harmonious brand passion. This research concludes that gamification serves as a powerful strategic tool for cultivating long term brand relationships and influencing purchasing decisions. For sports brands, focusing gamification efforts on enriching the brand experience is a more effective strategy for driving consumption than leveraging the transient effects of FOMO.