TY  - THES 
A3  - Camarero Izquierdo, María Carmen
AU  - Vega Riera, Elías
PY  - 2024
UR  - https://uvadoc.uva.es/handle/10324/80026
AB  - This doctoral thesis investigates the potential of gamification through full-fledged games as a strategic tool to enhance user experience and to support its integration into marketing and communication initiatives. The research is grounded in the...
AB  - Esta tesis doctoral investiga el potencial de la gamificación a través de juegos completos (full-fledged games) como herramienta estratégica para mejorar la experiencia del usuario y favorecer su integración en iniciativas de marketing y comunicación....
LA  - eng
KW  - Marketing
KW  - Marketing and market research
KW  - Marketing
TI  - Full-fledged games as marketing tools: Gamification and user experience in diverse contextual settings
M3  - info:eu-repo/semantics/doctoralThesis
ER  -