CONNECTED TO THE GAME: EXPLORING THE DIGITAL MARKETING APPROACHES THAT SHAPE GENSHIN IMPACT CUSTOMER ENGAGEMENT IN INDONESIA

Abstract

This study explores how digital marketing strategies shape customer engagement in Genshin Impact among Indonesian players. Using a qualitative approach with 18 informants, the research identifies how drip marketing, social media content, and in-game events drive emotional (e.g., excitement, FOMO), cognitive (e.g., strategizing, research), and behavioral (e.g., daily logins, purchases) engagement. The findings introduce the Integrated Engagement Loop Model, showing how marketing triggers a continuous cycle of engagement. The study contributes to marketing theory by linking player behavior with concepts such as Flow, Self-Determination, and Experiential Consumption, offering insights for game developers and marketers seeking to build long-term player retention.

Keywords: Digital Marketing, Customer Engagement, Genshin Impact, Indonesia, Drip Marketing, Integrated Engagement Loop.