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Recognising the rapid growth and enormous potential of gamification and social media advertising in today's digital age, along with the increasing popularity of social commerce (s-commerce), especially in emerging markets, this study analysed attitudes towards gamification advertising in the Vietnamese s-commerce context. This study followed a quantitative approach by conducting interviews with 386 users who interacted with gamification advertising on s-commerce platforms in Vietnam. The empirical results indicate that perceived gamification in advertising (as measured by the experience of gamification ads) has a significant positive indirect effect on attitudes towards advertising via hedonic and utilitarian values. In addition, this study experimentally verified the impact of the prominent characteristics of s-commerce (interactivity, personalisation, and privacy concerns) on both the gameful experiences of ads and attitudes towards advertising in the s-commerce market. Our research has meaningful implications for marketers and social networking platform developers, in that marketers should be more proactive in gamifying advertisements to improve customer attitudes towards them. For social networking platform developers, it is essential to develop optimal algorithms to enhance the interactivity of the platform by taking advantage of a database to generate relevant advertising recommendations for users. [ABSTRACT FROM AUTHOR]