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Keywords: Playfulness
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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
... experience. The PLS-SEM software was used to assess the data. Findings The findings show that consumer word of mouth and loyalty are positively impacted by perceived utility, fun, and enjoyment. Besides, gamification components like fun and playfulness have a favourable effect on how useful mobile payments...
