How gamification elements benefit brand love: the moderating effect of immersion
How gamification elements benefit brand love: the moderating effect of immersion
About this item
Full title
Author / Creator
Publisher
Bradford: Emerald Publishing Limited
Journal title
Language
English
Formats
Publication information
Publisher
Bradford: Emerald Publishing Limited
Subjects
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Scope and Contents
Contents
PurposeA gamification approach uses game components in non-game services to increase customer engagement and loyalty. This study aims to investigate the relationships between gamification elements, customer engagement, immersion and brand love.Design/methodology/approachUsing the most popular gamification feature in Indonesian e-commerce, namely Sh...
Alternative Titles
Full title
How gamification elements benefit brand love: the moderating effect of immersion
Authors, Artists and Contributors
Author / Creator
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Record Identifier
TN_cdi_proquest_journals_2874147672
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2874147672
Other Identifiers
ISSN
0263-4503
E-ISSN
1758-8049
DOI
10.1108/MIP-04-2023-0143
