Gamification and Consumer Loyalty: The Role of Utilitarian and Hedonic Benefit
Gamification is a trend of the future that primarily influences consumer behavior. This, in turn, triggers loyalty via a game-thinking loop. The multifold application of gamification, however, has remained a buzzword thus far, indicating an infancy of the game mechanicsto impact consumerloyalty, an...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Lahore School of Economics
2021-10-01
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| Series: | The Lahore Journal of Business |
| Subjects: | |
| Online Access: | https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/101 |
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