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Direct linkJaskari, Minna-Maarit; Syrjälä, Henna – Journal of Marketing Education, 2023
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 that vary in terms of their game-motivational bases and views on gamification elements.…
Descriptors: Marketing, Game Based Learning, Undergraduate Students, Student Attitudes
