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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

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A. Mufreni

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Review Open access Aug 2026

Gamification, Live Streaming, and Social Influence as Drivers of Purchase Intention: The Mediating Role of Flow Experience among Generation Z

The rapid growth of e-commerce and digital marketing has transformed Generation Z’s online shopping behavior, highlighting the need to understand how digital marketing stimuli influence purchase intention. This study aims to analyze the influence of gamification, live streaming, and social influence on Generation Z’s p...

Lucky Radi Rinandiyana, Dian Kurniawan, A. Mufreni et al. · 0 citations

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