A Bibliometric Review of Research on Gamification in Marketing: Reflections for Moving Forward
Gamification has become increasingly popular among businesses, institutions and consumers, especially since the emergence of Covid-19 pandemic. It has been widely used to promote positive changes in user behaviour, improve companies’ digital presence and provide immersive and engaging brand experi...
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| Format: | Article |
| Language: | English |
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Universiti Utara Malaysia Press
2023
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| Online Access: | https://repo.uum.edu.my/id/eprint/30139/1/IJMS%2030%2002%202023%20271-300.pdf https://doi.org/10.32890/ijms2023.30.2.4 |