Open Innovation: Analisis Gamification terhadap Intention of Engagement dan Brand Attitude
This study aims to analyze the effect of gamification on the intention of engagement and brand attitude. This study also aims to identify and analyze user involvement in gamification activities as an open innovation process in the field of marketing. Questionnaires were distributed to 170 respondent...
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| Format: | Article |
| Language: | English |
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Program Studi Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas Merdeka Malang
2022-05-01
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| Series: | Jurnal Bisnis dan Manajemen |
| Subjects: | |
| Online Access: | https://jurnal.unmer.ac.id/index.php/jbm/article/view/7634 |