N. P. C. D. Atmaja

The Role of Brand Loyalty in Mediating the Effect of Perceived Value on E-WoM: A Case Study of Shopee Gamification

The Shopee app is widely used in Indonesia, making it one of the fastest-growing e-commerce marketplaces. This study examines how perceived value influences electronic word-of-mouth (E-WoM) and brand loyalty, and investigates the mediating role of brand loyalty among users of Shopee's gamification features. This study...