Abbasi, Amir Zaib; Hollebeek, Linda D.; Ting, Ding; … - In: Organizations and Markets in Emerging Economies 15 (2024) 2, pp. 216-247
Drawing on social exchange theory, this article examines how consumers' engagement with gamified branded mobile apps impacts different aspects of their gameful experience, which comprises accomplishment, competition, challenge, immersion, guidance, playful experience, and social experience. We...
