Impact of Gamification on Consumers’ Favorability in Cause-Related Marketing Programs: Between-Subjects Experiments

BACKGROUND: Successful cause-related marketing (CRM) campaigns can help companies stand out from their competitors; however, CRM may not have pleasant outcomes, even if it receives substantial investment. OBJECTIVE: This research aimed to investigate how gamified CRM projects influence consumers’ fa...

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Detalles Bibliográficos
Autores principales: Li, Yanhe, Li, Yanchen, Zhou, Xiu, Ma, Kunshu
Formato: Online Artículo Texto
Lenguaje:English
Publicado: JMIR Publications 2023
Materias:
Original Paper
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9947917/
https://www.ncbi.nlm.nih.gov/pubmed/36626196
http://dx.doi.org/10.2196/35756

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9947917/
https://www.ncbi.nlm.nih.gov/pubmed/36626196
http://dx.doi.org/10.2196/35756

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