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Journal Articles
Asad Hassan Butt, Hassan Ahmad, Asif Muzaffar, Waseem Irshad, Muhammad Usman Mumtaz, Talha Zubair Ahmad Khan
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2025) 29 (1): 95–113.
Published: 28 May 2024
...Asad Hassan Butt; Hassan Ahmad; Asif Muzaffar; Waseem Irshad; Muhammad Usman Mumtaz; Talha Zubair Ahmad Khan 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...
