Consumer experience and perception in gamification marketing: evidence from the user survey of POPMART

Consumer experience and perception in gamification marketing: evidence from the user survey of POPMART

BackgroundBrand loyalty is crucial for brand marketing effectiveness. Typically, companies may struggle with user feedback and advertising impact, making it challenging to establish consumer habits and receive positive feedback. Gamification marketing engages consumers actively in brand advertising...

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Bibliographic Details
Main Authors: Jinyu Zhang, Yuyun Zou, Song Wang, Yong Xiang
Format: Article
Language:English
Published: Frontiers Media S.A. 2025-03-01
Series:Frontiers in Communication
Subjects:
gamification marketing
brand loyalty
POPMART
consumer experience
USE model
Online Access:https://www.frontiersin.org/articles/10.3389/fcomm.2025.1388020/full

Internet

https://www.frontiersin.org/articles/10.3389/fcomm.2025.1388020/full

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