HOANG, Long Cuu; HO, Hoan Phuc; DAO, Hung Xuan; NGUYEN, Binh Gia; LE, Giang Vu Chau; NGUYEN, Ha Nhu Ngoc. 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, [S. l.], v. 15, n. 2, p. 51–66, 2024. DOI: 10.46223/HCMCOUJS.econ.en.15.2.3154.2025. Disponível em: https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/3154. Acesso em: 17 jan. 2026.