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- How Can Gamified Applications Drive Engagement and Brand Attitude? The Case of Nike Run Club ApplicationPublication . Rodrigues, Ivo; Lopes, João; Borges, Ana Pinto; Oliveira, José; Oliveira, MárcioThis 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
- An insight on B2B Firms in the Age of Digitalization and Paperless ProcessesPublication . Oliveira, José; Azevedo, António; Ferreira, João José de Matos; Gomes, Sofia; Lopes, JoãoIn recent years and due to market demand and environmental regulations, firms have been changing their procedures regarding document production, handling, and filling. There has been a paradigm change in document sustention in order to attain such changes, from paper-based to electronic forms, resulting in the Digitization and Paperless Office Program (DPOP). The literature on digitization and paperless processes is profuse; nonetheless, it is outdated, uses only single or multiple case study approaches, and is limited to specific industries, such as healthcare or higher education. To overcome this gap, this research analyses the current implementation of the DPOP in five major sectors by using a country scale approach; consequently, this research study contributes to strengthening the literature in this area of knowledge. The methodology used is quantitative and is based on a questionnaire distributed to the most important economic sectors (education, health, trade, industry, and services) in Portugal. The results show that a DPOP positively impacts companies, as it increases profitability and, in most cases, is a sine qua non condition for negotiating with clients. Additionally, it favours companies’ image, reduces costs, and contributes to environmental sustainability. This research provides new insights into how firms using a DPOP may contribute to dematerialization and paper consumption reduction. It is also original as it covers multiple sectors using a country approach.