Treasure Hunting for Brands: Metaverse Marketing Gamification Effects on Purchase Intention, WOM, and Loyalty
Ahmad Samed Al‐AdwanBusiness Technology, Department, Al-Ahliyya Amman UniversityHusam YaseenManagement Information Systems Department, Al-Balqa Applied UniversityAbeer F. AlkkhwaldiFaculty of Business, Department of Management Information Systems, Mutah UniversityRana Muhammad Sohail JafarCollege of Business, Al Yamamah UniversityMuhammad Ashraf FauziFaculty of Industrial Management, Universiti Malaysia Pahang Al-Sultan AbdullahAhmed AbdullahFaculty of Business and Creative Industries, University of South Wales
2025en
ABI
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