The Impact of Consumer Engagement with Gamified Branded Apps on Gameful Experience in Emerging Markets: An Empirical Study
Drawing on social exchange theory, this article examines how consumers’ engagement with gamified branded mobile apps impacts different aspects of their gameful experience, which comprises accomplishment, competition, challenge, immersion, guidance, playful experience, and social experience. We test...
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| Main Authors: | , , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Vilnius University Press
2024-12-01
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| Series: | Organizations and Markets in Emerging Economies |
| Subjects: | |
| Online Access: | https://ojs.test/index.php/omee/article/view/35862 |
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