To Play Or Not To Play: The Use Of Gamification In The Fashion Retail Industry
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DOI: 10.26480/mecj.02.2022.59.63
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References listed on IDEAS
- Kai Huotari & Juho Hamari, 2017. "A definition for gamification: anchoring gamification in the service marketing literature," Electronic Markets, Springer;IIM University of St. Gallen, vol. 27(1), pages 21-31, February.
- Martin, Silvia L. & Javalgi, Rajshekhar (Raj) G. & Ciravegna, Luciano, 2020. "Marketing capabilities and international new venture performance: The mediation role of marketing communication and the moderation effect of technological turbulence," Journal of Business Research, Elsevier, vol. 107(C), pages 25-37.
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Keywords
Fashion Retail; Gamification; Integrated Marketing Communication.;All these keywords.
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