Gamification of Advertising: a Meta-Analysis
Gamification of advertising has evolved into a digital marketing strategy. In this meta-analysis, we provide a comprehensive overview of this playful and engaging approach and quantify the effects of gamification on psychological and behavioral outcomes (ds > .21). Moderator analyses also suggest insight into the variation of the gamification effect.
Gunwoo Yoon, Joonghwa Lee, and Carter Briggs (2021) ,"Gamification of Advertising: a Meta-Analysis", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 903-903.
Gunwoo Yoon, University of Northern Iowa
Joonghwa Lee, University of North Dakota
Carter Briggs, University of Northern Iowa
NA - Advances in Consumer Research Volume 49 | 2021
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