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Modelling the antecedents of mobile gaming brand loyalty amongst Generation Y students
(North-West University (South Africa). Vanderbijlpark Campus, 2019)
The rapid dissemination of smartphones amongst consumers over the past decade has led to a plethora of mobile services being available. Of all mobile services available, mobile application games (hereafter referred to as ...
Drivers of mobile game adoption amongst generation Y students
(North-West University (South Africa), Vaal Triangle Campus, 2017)
Mobile games are currently the fastest growing mobile service in the market. The prevalence of traditional video games is dissipating, as mobile games experience much higher growth rates in the industry. The same can be ...