Narrow search
Showing 1 - 3 of 3
Cover Image
Learning marketing online : the role of social interactions and gamification rewards
Dikcius, Vytautas; Urbonavicius, Sigitas; Adomaviciute, … - In: Journal of marketing education : JME 43 (2021) 2, pp. 159-173
Persistent link: https://www.econbiz.de/10012592899
Cover Image
The impact of consumer engagement with gamified branded apps on gameful experience in emerging markets: An empirical study
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...
Persistent link: https://www.econbiz.de/10015401308
Cover Image
The impact of consumer engagement with gamified branded apps on gameful experience in emerging markets : an empirical study
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...
Persistent link: https://www.econbiz.de/10015340205