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Keywords: Gamification
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Journal Articles
Understanding customer attitude toward advergames: an extended TAM approach
Available to Purchase
Journal:
Arts and the Market
Arts and the Market (2023) 13 (2): 94–116.
Published: 19 July 2023
... to the advergames context. Mona Jami Pour can be contacted at: m.jami@hmu.ac.ir 07 01 2022 23 08 2022 20 10 2022 21 04 2023 13 06 2023 © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Gamification Advergames Customer...
Journal Articles
Identifying the success factors of advergames: a mixed-method approach
Available to Purchase
Journal:
Arts and the Market
Arts and the Market (2020) 10 (3): 205–220.
Published: 22 September 2020
... approach has been used in a few studies in the field of advergames. Among the main areas investigated by advergame researchers, the influence of gamification on improving the customers' positive attitude toward brand and cocreating value has been emphasized (Noorbehbahani et al., 2019...
