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Keywords: Gamification
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Journal Articles
Can gamification affect the advertising effectiveness in social media?
Available to Purchase
Journal:
Journal of Communication Management
Journal of Communication Management (2024) 28 (3): 404–422.
Published: 04 December 2023
...Reihaneh Alsadat Tabaeeian; Shakiba Rahgozar; Atefeh Khoshfetrat; Samira Saedpanah Purpose The purpose of this paper is to investigate how gamification in advertising affects the effectiveness of advertising on social media. Design/methodology/approach Drawing from the gamification literature...
