Purpose: The objective of this paper is to explore and extend the existing literature on the use of gamification in banking. Design/methodology/approach: Gamification is a new concept, further its application in banking is in a nascent stage both from the perspective of research and...

Purpose: This study aims to understand the influence of cartoon characters on the generation alpha (GA) in purchase decision-making, supported by the theory of planned behaviour. Design/methodology/approach: Quantitative study was used to collect data from 294 Indian parents on behalf of their...