WeChat gamification: mobile payment impact on word of mouth and customer loyalty

Asad Hassan Butt, Hassan Ahmad*, Asif Muzaffar, Waseem Irshad, Muhammad Usman Mumtaz, Talha Zubair Ahmad Khan

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

    Original languageEnglish
    JournalSpanish Journal of Marketing - ESIC
    DOIs
    Publication statusPublished (VoR) - 28 May 2024

    Keywords

    • Enjoyment
    • Gamification
    • Generation
    • Intimacy
    • Mobile payment
    • Playfulness

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