Impact of Gamification on Consumers' Favorability in Cause-Related Marketing Programs: Between-Subjects Experiments
BackgroundSuccessful 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. ObjectiveThis research aimed to investigate how gamified CRM projects influence consumers' f...
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| Main Authors: | , , , |
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| Format: | Book |
| Published: |
JMIR Publications,
2023-01-01T00:00:00Z.
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| Online Access: | Connect to this object online. |
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