A Mixed-Methods Study of Marketing Students’ Game-Playing Motivations and Gamification Elements
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DOI: 10.1177/02734753221083220
Abstract: In this article, we examine the linkage between students’ game-playing motivations and a wide variety of gamification elements within higher marketing education. Using an interpretive and convergent mixed-methods design, we discover four clusters of students… read more here.
Keywords: gamification; playing motivations; students game; gamification elements ... See more keywords