Self-determination Theory as Mediator in the Nexus of Gamification and Customer Purchasing Behaviour
Gamification in marketing can be understood as the use of game mechanisms to motivate customers and encourage them to behave in a specific way and interact in some activities or communities in order to increase their satisfaction, loyalty and commitment, thereby contributing to brand building. There...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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EDP Sciences
2021-01-01
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| Series: | SHS Web of Conferences |
| Subjects: | |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2021/01/shsconf_eccw2020_01005.pdf |