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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...
| Autores principales: | , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
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JMIR Publications
2023
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| Materias: | |
| 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 |