How Does Gamification Improve Purchase Intention? Through the Lens of Perceived Brand Coolness and Time Poverty
Gamification has been extensively employed in marketing practices to meet the diverse needs of consumers. Previous research suggests that gamification marketing plays a pivotal role in influencing customer purchase intention. However, the precise mechanism through which gamification marketing impact...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2024-12-01
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| Series: | Behavioral Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-328X/14/12/1226 |
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