Does gamification affect brand engagement and equity? A study in online brand communities
Journal of Business Research(2020)
摘要
•We investigated the relationships between gamification, brand engagement and equity.•Achievement and social interaction features affect three forms of brand engagement.•Immersion features only affect social brand engagement.•Brand engagement further positively affect brand equity.
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关键词
Gamification,Engagement,Community,Brand,Social commerce,Marketing
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