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    The effect of gamification on brand co-creation in app-based businesses: investigating the mediating role of consumer engagement and the moderating role of hedonic and innovativene... by Rayhane Rezagholizade, Zahra Sadeqi-Arani, Esmail Mazroui

    Published 2025-03-01
    “…This understanding could guide the developers of ride-hailing applications in tailoring and evolving their platforms through the strategic use of various gamification elements, tailored to customers segmented by these personality traits. …”
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