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The role of gamification in shaping the brand loyalty of Generation Z consumers
The study investigated the role of gamification in shaping the brand loyalty of Generation Z consumers in the South African context. Generation Z is known to be a demographic that is digitally savvy and wants innovative brand interactions. The study examined different brands that adopted gamificatio...
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| Format: | Thesis |
| Language: | English English |
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Graduate School of Business (GSB)
2026
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