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Keywords: B2B2C ecosystem
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Journal Articles
Emotional mechanics of gamification and value co-creation: the digital platform Nike+ as a B2B2C ecosystem
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Journal of Business & Industrial Marketing (2023) 38 (2): 414–428.
Published: 08 August 2022
... mechanics also exert an impact on the value creation component of access. This study contributes to the value co-creation literature. The findings also reveal the role of customer emotions in embracing gamified platforms in a business-to-business-to-consumer (B2B2C) ecosystem. Practical implications...
