Impact of Gamification on Consumers’ Favorability in Cause-Related Marketing Programs: Between-Subjects Experiments

Yanhe Li   ^{1 *} , PhD ;   Yanchen Li   ^{2 *} , PhD ;   Xiu Zhou   ^{3 *} , PhD ;   Kunshu Ma   ^{4 *} , PhD

¹ School of Management, Zhejiang Shuren University, Hangzhou, China

² School of Business, Macau University of Science and Technology, Macau S.A.R, China

³ School of Accounting and Finance, Beijing Institute of Technology, Zhuhai, China

⁴ School of Management, Southwest Minzu University, Chengdu, China

*all authors contributed equally