Background: Gamification has been used in recent years to enhance the student experience in educational environments and to help students achieve an optimal experience. However, there is limited empirical evidence of the effects of gamification on specific psychological experiences, such as the students' flow experience, which is a highly…

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.…