How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love

Computers in Human Behavior· 2018-06-30· article· 357 citationsclosed

Educational Games and Gamification Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

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Chia‐Lin Hsu, Mu‐Chen Chen (2018). How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love. Computers in Human Behavior. https://doi.org/10.1016/j.chb.2018.06.037

@article{chialin2018how,
  title  = {How gamification marketing activities motivate desirable consumer behaviors: Focusing on the role of brand love},
  author = {Hsu, Chia‐Lin and Chen, Mu‐Chen},
  year   = {2018},
  journal = {Computers in Human Behavior},
  doi    = {10.1016/j.chb.2018.06.037}
}

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