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Publication
How Can Gamified Applications Drive Engagement and Brand Attitude? The Case of Nike Run Club Application
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Advisor(s)
Abstract(s)
This research aims to analyze the feasibility of gamified applications as a tool to promote
engagement and brand attitude. To accomplish this, this research was developed using a quantitative
methodology. A confirmatory factor analysis (CFA) was performed and the model hypotheses
were tested by a structural equation modeling (SEM). A questionnaire was applied to Portuguese
consumers who use the “Nike Run Club” application, from which 203 valid responses were received.
The results confirm the influence of social circles and their impact on the intention to interact
with the brand. For theoretical contributions, this research contributes to the existing literature
and academic knowledge in the areas of marketing and gamification, providing a suggestion for
the TAM model to be used in this type of research. It also contributes to a better understanding
of the relationship between gamification and marketing, demonstrating that the use of gamified
applications as engagement tools can have a positive impact on the brand attitude. On the practical
side, it contributes as a consultation tool for brands, application designers, and marketers when
defining engagement strategies, allowing a better understanding of the factors that may or may
not influence the public’s relationship with the brands and what dynamics they should use in the
development of new Gamified marketing solutions.
Description
Keywords
Gamification Engagement Companies Brand attitude Marketing Mobile apps COVID-19
Pedagogical Context
Citation
Rodrigues, Ivo, João M. Lopes, Ana Borges, José Oliveira, and Márcio Oliveira. 2021. How Can Gamified Applications Drive Engagement and Brand Attitude? The Case of Nike Run Club Application. Administrative Sciences 11: 92. https://doi.org/10.3390/ admsci11030092
Publisher
MDPI