Play, Engage, Repeat: Leveraging Gamification and Machine Learning for Brand Loyalty Among Indian Millennials

In the age of digital marketing, brands increasingly rely on social media platforms to engage and retain their customers. One effective strategy to boost engagement and loyalty is gamification, which incorporates game-like elements to motivate customers. This paper aims to leverage a Multilayer Perceptron (MLP) Neural Network model to predict brand loyalty based on demographic and motivational factors. The study uses five key input variables: Education, Gender, Generation, Income, and Motivation through Earning Rewards, to optimize the understanding of brand loyalty on social media platforms. The findings suggest that both demographic factors and motivational incentives play significant roles in fostering brand loyalty. The model's accuracy and low error rates underline its potential in enhancing brand engagement strategies through targeted interventions.