How Gamification Features Drive Brand Loyalty: The Mediating Roles of Consumer Experience and Brand Engagement
In the digital age, gamification has emerged as a paramount strategy for strengthening brand–consumer interaction. Despite the fact that existing studies have extensively probed further into its effects on brand communication and sales performance, rare investigations have been reported to throw lig...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2025-05-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/20/2/113 |
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