Work

Use of gamification and hyper-personalization in the coupon industry: does it impact the consumer’s intention to redeem?

Year: 2024

Type: article

Source: Marketing Intelligence & Planning

DOI: 10.1108/mip-09-2023-0490

Authors: Preeti Nayal, Arun Sharma, Neeraj Pandey, Amit Shankar

Institutions: Narsee Monjee Institute of Management Studies, Shri Vile Parle Kelavani Mandal, Indian Institute of Management Mumbai, Indian Institute of Management Visakhapatnam

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4403339841

FWCI: 0.73

Cites: 74

Cited by: 1

Related to: 10