WeChat gamification: mobile payment impact on word of mouth and customer loyalty

WeChat gamification: mobile payment impact on word of mouth and customer loyalty

Purpose – This study aims to investigate how gamification, namely, WeChat’s cultural gifting function, improves emotional involvement among three generations (Y, X and silver) in mobile payments. It draws attention to the beneficial effects of cultural components and digital intimacy on gamified mob...

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Bibliographic Details
Main Authors: Asad Hassan Butt, Hassan Ahmad, Asif Muzaffar, Waseem Irshad, Muhammad Usman Mumtaz, Talha Zubair Ahmad Khan
Format: Article
Language:English
Published: Emerald Publishing 2025-01-01
Series:Spanish Journal of Marketing-ESIC
Subjects:
Gamification
Generation
Playfulness
Enjoyment
Mobile payment
Intimacy
Online Access:https://www.emerald.com/insight/content/doi/10.1108/SJME-01-2023-0021/full/pdf
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