Assessing the relationship between gamified advertising and in-app purchases : a consumers' benefits-based perspective
Year of publication: |
2022
|
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Authors: | Rialti, Riccardo ; Filieri, Raffaele ; Zollo, Lamberto ; Bazi, Saleh ; Ciappei, Cristiano |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 41.2022, 5, p. 868-891
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Subject: | advertising attitude | consumers' benefits | Gamification | in-app purchases | M-commerce | mobile app | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Mobile Business | Mobile business | Mobile Anwendung | Mobile application | Online-Marketing | Internet marketing |
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