Does gamified interaction build a strong consumer-brand connection? A study of mobile applications
In recent times gamification has increasingly been used by brands through smartphones to interact effectively with their consumers. The core assumption for creating gamified environment is that it will develop engagement with the consumer and motivate them to use their product or services. Howev...
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| Autores principales: | , , |
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| Formato: | article |
| Lenguaje: | EN |
| Publicado: |
Australasian Association for Information Systems
2021
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/bcd57b2eb7af4494a50cd4151bf04499 |
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