Hoang, L.C. et al. 2024. How playable advertisements affect Gen Z’s intention to download apps in Ho Chi Minh City. HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION. 15, 2 (May 2024), 51–66. DOI:https://doi.org/10.46223/HCMCOUJS.econ.en.15.2.3154.2025.