Hook vs. hope : how to enhance customer engagement through gamification
Andreas B. Eisingerich, André Marchand, Martin P. Fritze, Lin Dong
| Year of publication: |
2019
|
|---|---|
| Authors: | Eisingerich, Andreas B ; Marchand, André ; Fritze, Martin Paul ; Dong, Lin |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 36.2019, 2, p. 200-215
|
| Subject: | Gamification | Digital service | Engagement | Hope | Compulsion | Digital sales | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Digitalisierung | Digitization | Online-Marketing | Internet marketing | Kundenintegration | Customer integration | Computerspiel | Video game | Digitale Güter | Digital goods |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2019.02.003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012063323