Opt in or out? A gamified ad on YouTube: The Role of Gamification and Psychological Reactance

Tien Wang, Nusaba Ounsanee, Phumsiri Poolperm. Opt in or out? A gamified ad on YouTube: The Role of Gamification and Psychological Reactance. In Ming-Hui Huang, Guy Gable, Christy M. K. Cheung, Dongming Xu, editors, 26th Pacific Asia Conference on Information Systems, PACIS 2022, Virtual Event / Taipei, Taiwan / Sydney, Australia, July 5-9, 2022. pages 204, 2022. [doi]

Abstract

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