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How Can Gamified Applications Drive Engagement and Brand Attitude? The Case of Nike Run Club Application

2021-09-02Artigo científico Acesso aberto
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dc.contributor.authorOliveira, Márcio
dc.contributor.authorRodrigues, Ivo
dc.contributor.authorLopes, João M.
dc.contributor.authorBorges, Ana
dc.contributor.authorOliveira, José
dc.date.accessioned2021-09-20T09:19:20Z
dc.date.available2021-09-20T09:19:20Z
dc.date.issued2021-09-02
dc.description.abstractThis 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationRodrigues, 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/ admsci11030092pt_PT
dc.identifier.doi10.3390/ admsci11030092pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.8/6236
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherMDPIpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectGamificationpt_PT
dc.subjectEngagementpt_PT
dc.subjectCompaniespt_PT
dc.subjectBrand attitudept_PT
dc.subjectMarketingpt_PT
dc.subjectMobile appspt_PT
dc.subjectCOVID-19pt_PT
dc.titleHow Can Gamified Applications Drive Engagement and Brand Attitude? The Case of Nike Run Club Applicationpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage20pt_PT
oaire.citation.startPage1pt_PT
oaire.citation.titleAdministrative Sciencespt_PT
person.familyNameOliveira
person.givenNameMárcio
person.identifier.ciencia-idCF11-A42F-5DEE
person.identifier.orcid0000-0001-6614-7126
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication11394a95-ba5c-492d-b3b6-ba22da6f9fc3
relation.isAuthorOfPublication.latestForDiscovery11394a95-ba5c-492d-b3b6-ba22da6f9fc3

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