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

2021-09Journal article Open access
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dc.contributor.authorRodrigues, Ivo
dc.contributor.authorLopes, João
dc.contributor.authorBorges, Ana Pinto
dc.contributor.authorOliveira, José
dc.contributor.authorOliveira, Márcio
dc.date.accessioned2021-10-28T11:16:32Z
dc.date.available2021-10-28T11:16:32Z
dc.date.issued2021-09
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 solutionspt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationRodrigues, I., Lopes, J. M., Borges, A., Oliveira, J., & Oliveira, M. (2021). How Can Gamified Applications Drive Engagement and Brand Attitude ? The Case of Nike Run Club Application. Administrative Sciences, 11(3), 92. https://doi.org/10.3390/admsci11030092pt_PT
dc.identifier.doi10.3390/admsci11030092pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.6/11239
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherMDPIpt_PT
dc.relationResearch Unit in Business Sciences
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectGameficationpt_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.awardTitleResearch Unit in Business Sciences
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04630%2F2020/PT
oaire.citation.titleAdministrative Sciencespt_PT
oaire.fundingStream6817 - DCRRNI ID
person.familyNameMira Abreu Rodrigues
person.familyNameLopes
person.familyNameOliveira
person.familyNameOliveira
person.givenNameIvo Manuel
person.givenNameJoão
person.givenNameJosé
person.givenNameMárcio
person.identifierD-8657-2019
person.identifier.ciencia-id3012-7616-D7A6
person.identifier.ciencia-id2A15-2F67-8E45
person.identifier.ciencia-idCF11-A42F-5DEE
person.identifier.orcid0000-0002-1141-9822
person.identifier.orcid0000-0002-2968-4026
person.identifier.orcid0000-0002-2809-960X
person.identifier.orcid0000-0001-6614-7126
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
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