Consumer behaviour in theoretical aspect has evolved through the years. Moreover, numerous seller have moved from physical retailer to online e-commerce websites or pages on social media. Social media within years have expanded the usage in the commercial world. In the digitization era, where consumers are daily users of technology and social media, gamification has been seen as an innovative engaging and motivating technique. So far, gamification has been employed in different fields such as healthcare, sustainability, government, transportation, education, and so on. Although, gamification appliance in consumer behaviour domain is not that much explored. Furthermore, one of gamification elements is game mechanics, which has been applied for the research purpose. This paper aims to explain the differences between consumers of different age groups and cities in Republic of Kosovo regarding the game mechanics influence when purchasing via social media. A qualitative approach followed by a non parametric test, Chi-Square test, has been employed to describe and explain the differences between the groups. This paper contributes to the existing theory of gamification, game mechanics and its impact for social media purchasers.Internal Grant Agency of Tomas Bata University in Zlin [IGA/FaME/2018/2020
