Understanding gamification advertising effectiveness in an s-commerce context : a study in an emerging market
Bang Nguyen-Viet and Yen Thi Hoang Nguyen
| Year of publication: |
2024
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|---|---|
| Authors: | Bang Nguyen Viet ; Nguyen Yen Thi Hoang |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 30.2024, 4, p. 552-582
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| Subject: | attitudes toward advertising | gamification | gamification advertising | social commerce | Werbung | Advertising | Werbewirkung | Advertising effects | Computerspiel | Video game | Konsumentenverhalten | Consumer behaviour | Gamification | Online-Marketing | Internet marketing | Social Web | Social web |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2023.2289934 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014513564