Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/32800
Autoria: Neves, J.
Oliveira, M.
Bacalhau, L. M.
Viseu, C.
Data: 2024
Título próprio: The impact of gamification on consumer engagement with brands: Empirical evidence
Título da revista: Cithara Journal
Volume: 64
Número: 12
Referência bibliográfica: Neves, J., Oliveira, M., Bacalhau, L. M., & Viseu, C. (2024). The impact of gamification on consumer engagement with brands: Empirical evidence. Cithara Journal, 64(12), Article B1Avg. https://doi.org/10.59879/B1Avg
ISSN: 0009-7527
DOI (Digital Object Identifier): 10.59879/B1Avg
Palavras-chave: Gamification
Consumer brand engagement
Marketing
Portuguese gamers
Resumo: This study investigates the impact of gamification on consumer brand engagement among Portuguese gamers, addressing a significant gap in empirical research within this demographic. While gamification is known for enhancing brand engagement and loyalty, limited evidence exists in the Portuguese market. Using a quantitative approach, data were collected from 485 Portuguese gamers and analyzed through covariance-based structural equation modeling. The research examines how three dimensions of gamification - immersion, realization, and social interaction - affect components of consumer brand engagement, specifically absorption, affection, and social connection. Findings indicate that immersion significantly enhances all three engagement components. At the same time, realization and social interaction are positively linked with identification and social connection, underscoring the strategic potential of gamification in brand management. This study offers new empirical insights into the Portuguese market, demonstrating that gamification can be a powerful tool for marketers aiming to strengthen consumer-brand connections and loyalty. By addressing an underexplored area, this research provides practical recommendations for integrating gamification into marketing strategies to drive organizational success.
Arbitragem científica: yes
Acesso: Acesso Aberto
Aparece nas coleções:BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica

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