Gamification and Mobile Marketing Effectiveness

Article English OPEN
Hofacker, C. F.; de Ruyter, K.; Lurie, N. H.; Manchanda, P.; Donaldson, J.;
(2016)

A variety of business sectors have been buffeted by the diffusion of mobile technology, a trend that presents a variety of difficult challenges but interesting opportunities to marketers. One such opportunity is gamification, which, one hopes, will enhance appeal to mob... View more
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