Si, Chong En and Law, Kyra Ley Sy (2026) Enhancing motivation in gamified learning: how relatedness moderates the ARCS model. Cogent Education, 13 (1). ISSN 2331-186X

Si, Chong En and Oo, Yu Hock and Mohd Noor, Nor Azila and Ma, Zheng Feei and Mahmud, Khairul Nizam (2026) Gamification Strategies and Customer Churn Reduction in Entrepreneurial Retail Firms: An Empirical Study of Millennials. International Journal of Management Finance and Accounting, 7 (1). p. 280. ISSN 2735-1009

Si, Chong En and Karuppiah, Nanthakumar and Mahindran, Nirmal Kumaar and Lim, Kim Chuan (2026) Impact of gamification on student motivation: a gender-based moderation analysis. Frontiers in Education, 11. ISSN 2504-284X

Chan, Tak Jie and Lim, Bei Ern and Si, Chong En and Lacap, Jean Paolo G. and Saleem, Muhammad Shoaib and Awan, Maheen Iqbal (2026) The Influence of Perceived Values on In-Game Virtual Item Purchase Intentions Among Mobile Gamers: A Predictive Perspective. PaperASIA, 42 (2b). ISSN 0218-4540

Si, Chong En and Oo, Yu Hock and Mohd Noor, Nor Azila (2026) Modeling the Effects of Digital Gamification on Brand Attractiveness and Churn Reduction: Evidence from Millennials in Malaysia. Studies in Media and Communication, 14 (3). p. 119. ISSN 2325-8071

Si, Chong En and Chan, Tak Jie and Tian, Yang and Chen, Ming Hui and Ma, Zheng Feei (2026) Motivational and Psychological Factors in Affecting the Usage of TikTok among University Students. Studies in Media and Communication, 14 (2). p. 416. ISSN 2325-8071

Chan, Tak Jie and Si, Chong En and Azizul Hasni, Intan Nur Elissa and G. Lacap, Jean Paolo and Solyom, Andrea (2025) The Influence of Celebrity Reputation Attributes and Promotional Communication on Consumer Purchase Behaviour in Fashion Industry. Jurnal Komunikasi: Malaysian Journal of Communication, 41 (2). pp. 541-562. ISSN 2289-1528