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Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising

S. Sreejesh, Tathagata Ghosh, Yogesh Dwivedi

Journal of Business Research, Volume: 132, Pages: 88 - 101

Swansea University Author: Yogesh Dwivedi

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DOI (Published version): 10.1016/j.jbusres.2021.04.007

Published in: Journal of Business Research
ISSN: 0148-2963
Published: Elsevier BV 2021
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URI: https://cronfa.swan.ac.uk/Record/cronfa56619
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title Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising
spellingShingle Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising
Yogesh Dwivedi
title_short Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising
title_full Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising
title_fullStr Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising
title_full_unstemmed Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising
title_sort Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising
author_id_str_mv d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Yogesh Dwivedi
author2 S. Sreejesh
Tathagata Ghosh
Yogesh Dwivedi
format Journal article
container_title Journal of Business Research
container_volume 132
container_start_page 88
publishDate 2021
institution Swansea University
issn 0148-2963
doi_str_mv 10.1016/j.jbusres.2021.04.007
publisher Elsevier BV
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
published_date 2021-08-01T12:17:22Z
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