Tabaeeian, Reihaneh Alsadat; Rahgozar, Shakiba; … - In: Journal of Communication Management 28 (2023) 3, pp. 404-422
Purpose The purpose of this paper is to investigate how gamification in advertising affects the effectiveness of advertising on social media. Design/methodology/approach Drawing from the gamification literature, immersion, achievement and social interaction features were identified as features,...